DailyTech - "With the lion's share of the market in digital music downloads and a portable video player that has become so recognizable even your grandmother knows what an "iPod" is, Apple officially threw its hat into the movie arena with the announcement of movie downloads from the iTunes store in mid-September - and retail juggernaut Wal-Mart couldn't be unhappier about the news. BusinessWeek's Robert Grover reports that Apple plans to begin offering full-length movie downloads via iTunes beginning in September. New releases will be sold for $14.99, and older films for $9.99 - an increase from Job's initial hope of a flat-rate $9.99 per film. Movies will be protected under a similar FairPlay-style agreement, where users are permitted to play the content on a limited number of devices. The ability to record to DVD will likely be provided as well."