Movies Rental on iTunes?

Today a photo posted on Flickr showing that Apple is showing interest on movie rentals. When one of the iTunes user was trying to report a problem through iTunes, eventually, the pop up show some interesting string – “Rental Movies”.

So, is this really true, Apple is going to start new movies rental service on iTunes Store? After Apple has announced the new generation of iPod, and the recent upgrade of iTunes 7.4.1. Maybe more new surprise is coming all the way .