The Financial Times reports that Apple has signed a deal with the 20th Century Fox studio to launch an online video-on-demand service “that could change the way people pay for online film content.” The new service is set to launch at Macworld Expo, which kicks off on January 15th with Steve Jobs’ keynote speech. The service will allow consumers to rent the latest Fox DVD releases by downloading a copy from iTunes for a limited time.Rumors of Apple adopting a rental-model for movies have been circulating since last year. While no pricing information is provided with today’s rumor, the Financial Times claimed in June that Apple was negotiating a rental service for $2.99/film for a 30-day rental. Pricing details, however, may have changed since negotiations first began.   Source : Macrumors      UPDATE : The New York Times confirms earlier rumors that Apple will be launching an iTunes Movie rental store at Macworld San Francisco. And according to their sources, more than one studio will be signed to the service at launch:

Apple has been trying to interest a number of Hollywood studios in an iTunes rental service, and several people familiar with the negotiations said that more than one studio would appear onstage at the company’s MacWorld exhibition here beginning Jan. 14 to endorse a new Apple movie rental service.

The Financial Times first broke the news that Apple would be launching an iTunes movie rental store. Pricing and terms of the rentals remain unknown.