With all the rumors surrounding Macworld, it's difficult to sift through those possibilities that could actually come true and those that are pure rubbish. And while I don't think I have all the answers, it seems more and more likely that some of the expectations some of us have for Steve next week may not come true.
As it stands, most people are saying that iTunes movie rentals will become a reality next week and an ultraportable Mac is in the works. Still others believe Jobs will revamp the Apple TV and some people believe he'll refresh the entire MacBook line. As for me? I'll tell you what he should (and shouldn't) do when he takes the stage next week.
Possibility 1: iTunes Movie Rentals
Gee, you think? Of course Steve is going to announce iTunes movie rentals next week. Whether you want to believe it or not, iTunes is in the midst of a major battle with Amazon on the music front and it's losing right now. Sure, Amazon may not generate as much revenue, but which service has all the DRM-free tunes that you can put on any device you want? It certainly isn't Apple's.
Because of that, Jobs can differentiate iTunes with video and movie rentals. Not only will rentals generate even more revenue for the company's service, it could become a hub for those who are unwilling to leave their homes to rent a movie. That said, this won't take off unless the company has a solid infrastructure in place and we won't need to sit there for hours waiting for the feature-length film to download.
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