New films from 20th Century Fox will be made available to rent on iTunes under a new deal between the studio and Apple, according to reports.

It is a video on demand first for a Hollywood movie producer. Walt Disney only sells new titles to buy on iTunes while others offer old films.

It is understood that the Fox movie files will be time limited by Apple's digital rights management system FairPlay.

Discussions between Apple and Sony Pictures Entertainment, Paramount and Warner Bros on similar schemes have reportedly been taking place.

Apple may go public with the reported deal at Macworld on January 14.

Media analyst Jonathan Weitz, from IBB Consulting, commented: "Fox and potentially other ­studios are coming around to the idea that there is nobody out there to challenge iTunes."