I sometimes rent a movie on iTunes, then, as a movie buff, decide it was so good I want to purchase it. However, then I'm made that I paid the rental fee.
So I have a suggestion for Apple: if I rent a movie and really like it, let me apply the rental price to a purchase of the movie. Yes, I know that no other digital movie store does this, but then Apple is a leader, not a follower.
Hey, you can download demo versions of software before you pay for them. Perhaps Apple should adopt a similar theme for movies on the iTunes Store in which rentals are the "demo."
For example, let's say I rent the film, Mad Max: Fury Road and enjoy it enough that I'd like to purchase it. Why not allow me to apply the $4.99 rental fee to the price of buying the film (which lists for $19.99 for the HD version)? This would be be a win-win-win for Apple, movie studios, and film fans.