updated 04:55 pm EST, Fri January 25, 2008
Apple extends rental limit
Although Apple has said it is confident that users are enjoying iTunes rentals, widespread critique began to form regarding the 24-hour rental period. Users insisted that it was simply not enough time to finish a movie due to a busy lifestyle, while others were exploring methods that would circumvent the time limit. Macworld.com notes that Apple has quietly extended the duration of movie rentals to allow users the opportunity to finish watching a film
Supposedly, once a movie has started to play on a mobile device, the 24 hour period does indeed start counting down, but will stay on a specific screen until users acknowledge the completion of the film. Underneath the text "This rental has expired. You can resume to finish your movie." the window displays two buttons, "Resume" and "Delete"; the former allows the user to play the rest of the film while denying access to the rest of the device, while the latter removes the expired movie from storage.
It was not discovered whether the same function occurs in iTunes or on the Apple TV, but it was said that further testing will transpire to verify these claims.