Apple Inc. boss Steve Jobs may be used to calling the shots in almost every business venture he enters into, but in dealing with the entertainment industry he's being forced to learn he can't always get his way.
After trying for over a year to jam down the throats of studio executives the concept of selling cheap movie downloads via iTunes and having limited success, the notoriously inflexible tech titan is expected to change tactics and push low-cost rentals instead.
Apple is said to be close to announcing a deal with News Corp.'s 20th Century Fox about a rental download service that could be announced at the Macworld Conference on Jan. 15, if not sooner, and is actively talking to a number of other studios about the offering. (News Corp. also owns The Post).
It currently sells select movie titles from Disney, Paramount, Lionsgate and MGM.