I’ve read some of the criticism leveled at Apple for the 24-hour window on movie rentals through iTunes/AppleTV. While I agree it would be nice to have a 5 day window in which to watch a DVD, I keep coming back to one thing: This device isn’t challenging Netflix or Blockbuster, but is a challenge to the cable companies. Comparing it to OnDemand from Comcast, for example, this service is identical or better. I get instant access to the movie, a pause/rewind experience without lag (since the movie is on the local drive), and a nice catalog to choose from.

In fact, looking at the pricing, it’s identical to what I had with Comcast (or cheaper). It seems absurd for people to criticize Apple when the studios basically just put them in the same PPV model they put everyone else in, especially since these same folks don’t criticize the cable companies for their PPV models. Or, for that matter, criticizing Microsoft which has a similar service on their XBox Live network on the XBox 360.

Now, if someone, anyone, could get live TV over the Internet so I could just pay $5.99 each NFL sunday to watch football, I’d be very happy.