Watch out, Netflix! At the Macworld keynote address from Steve Jobs today, he announced Apple TV “Take 2,” at a price of $229 – for customers to easily rent and watch movies within seconds after downloading.

The new Apple TV “Take 2” software does not require a computer for downloading movies and content over the Internet.

Titles can be downloaded from iTunes Movie Rentals for $3.99 for new releases and $2.99 for other library titles. High-definition titles will be $4.99 for new releases and $3.99 for others. Apple TV will make movie downloads available for Macs, PCs, iPods, iPhones and television.

Existing Apple TV owners can get the new features through a free upgrade available later this month, while new customers can purchase Apple TV for $229.

More than 1,000 films are expected to be available from iTunes Movie Rentals by the end of February. New titles will be available 30 days after the DVD release. Once your purchase the title, you have 30 days to start watching, but once you begin watching the movie, only have 24 hours to finish it. Movies are available to watch within 30 seconds of downloading.

According to Steve Jobs,

“With the new Apple TV and iTunes Movie Rentals, movie lovers can rent DVD-quality or stunning HD movies from their couch with just a click of a button. No more driving to the video store or waiting for DVDs to arrive in the mail.”

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