Pricing is still a matter of speculation, but it is suggested that videos will cost between $2 to $5 to rent for 24 hours of viewing, with prices tending towards the lower end of the spectrum in order to lure people in from rival rental services such as Netflix or Amazon's Unbox. Video represents only 19 percent of the business Apple does through the iTunes Store, and the lack of rentals may be one of the problems affecting the Apple TV, which has so far sold far fewer units than products like the iPod or the iPhone.