Why are some new movies $20 or even $15 to rent and then others are that same price to buy? It’s hard to digest paying $20 for a rental you watch from your home when pre-COVID it cost that much at a theater, though, watching it on the big screen makes more sense versus from my living room. If you are going to have limited options on new movies, at least charge $20 to buy it versus renting it.
Prices depend on the movie and its situation. Normally rentals over $10, indicate a new direct to streaming release, even before it hits theaters or if it can't hit theaters in the case of the last few months. Some newer movies right now are direct releases to iTunes before theaters.
Most regular release rentals will be in the $6.99 or below range.
Also note, Apple does not control the pricing. Its down to the Studios / rights holders that make the movie available in the iTunes Store to set the price for both purchase and rental.
Early access, and direct release has a cost.
Prices for movie rentals
