Talk about low-profile.

As of today Apple’s now apparently selling movies on the iTunes Store, whereas previously you could only rent them (at that atrociously time-limited way everyone’s ticked off over). Seems like a significant change, but for some reason Apple is downplaying it; not even a whiff, when they normally would trumpet to the high heavens anything new. Regular resolutions so far, no HD yet; average cost seems to hover around $15/movie.

Another notable change is the simultaneous release of new movies on iTunes in sync with brick-and-mortar DVD releases. Not quite as downplayed as the movies-for-sale thing, this move is a glove-slap-in-the-face for traditional outlets. Cry havoc and let loose the dogs of war!

Check your iTunes - as expected, it’s upgrade time, to accommodate the new Movie Rental facility unveiled at the Keynote.

I was going to download something from iTunes when I was informed that the Terms of Service had changed, and I had to agree before I was allowed to proceed. Long document. Scary.

I actually tried to read it to find out if there was something there that would bork our long-standing and illicit relationship. Finding none, I went ahead and clicked, and then the downloads started.

Then it informed me some of my downloads required the newer version of iTunes to work, so I went and started the process. So far so good.

Minutes later, a window from Software Update popped up and told me that there were iTunes and Quicktime updates available. Yeah, yeah, I know already! In my language, ang kulit ng Apple. Sheesh.

Here’s the fine print.

What’s new in iTunes 7.6
Rent and download your favorite movies with iTunes on your computer or directly to your living room on Apple TV. Enjoy rented movies in sizes up to 720p HD with surround sound on your Apple TV and sizes up to DVD-quality on your computer. Transfer your rented movies from iTunes to your iPod or iPhone and enjoy them on the go.

Also, purchase and download your favorite TV shows, music, and more directly on your Apple TV. Effortlessly transfer purchases made on Apple TV back to your computer with iTunes.

And as usual, the vague description of Quicktime 7.4:

QuickTime 7.4 addresses security issues and delivers:
- Numerous bug fixes
- Support for iTunes

(Despite my sniping, I luuurve the idea I can rent movies now. Cool.)

A 13-minute short film by director Wes Anderson called The Hotel Chevalier is now up for free on the iTunes Store, starring Jason Schwartzman and Natalie Portman. It’s supposed to be a prologue/companion piece to Anderson’s forthcoming film The Darjeeling Limited.

Nice the things you find on iTunes, although Portman fans are specially excited about this one because it marks the first time on film Natalie shows up in her birthday suit, wearing nothing but bruises.

Download it here.

(Hmm. So let’s see you not click on the link now.)