... starting in mid-September, says my colleague Ron Grover. It appears that Wal-Mart is not happy about the pricing: $14.99 for new DVDs and $9.99 for older ones, compared with today's wholesale price of $17 for retailers. I'm still not so sure that will look like a great price, given likely DRM restrictions and the hassle of downloading and then burning DVDs--because who really wants to watch movies on a computer, let alone an iPod? Seems like most people will opt to pay a couple bucks more to get the whole commercial package. But maybe Apple will wield its magic once again.

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