In what may appear to have been a mere mistake, Apple may have released its next surprise. According to various reporters, Apple’s bug reporting system has shown a selection in the drop-down menu which states, “DidNotReceive-RentalMovie.” This may be a clear indication that Apple plans on offering a rental service to its users via the iTunes software.

If this is the case, Apple may enter the already-heated war that includes competitors Netflix and Blockbuster. Both of these distributors send DVD’s through the mail, thus providing a hassle-free, less expensive rental service. However, if Apple somehow entered into the mix and actually allowed users to download movies via iTunes, it may gain the edge.

Imagine what would happen to this industry if Apple did enter the market. All three companies would have to provide superior incentives to attract new customers while keeping the current customers happy at the same time. Ultimately, it would result in chaos, with the customers coming out as the winner. The types of services provided by Netflix and Blockbuster have already brought forth substantial price cuts, new features, and extreme customer convenience. With a simple click of a mouse, users can order movies and expect them within days. However, if Apple is really stepping up to the plate, those days may soon turn into hours.