Apple has agreed to pay movie studios closer to the $17 (£8.61) for it's movies rather than the present $14 (£7.09) which is closer to the money the movie studios receive for each DVD purchase.
The question is will Apple absorb the inflated cost? or will Apple pass it onto us? At the moment iTunes Movie purchases in the US retail for; $14.99 for newer films and $9.99 for older releases.
I personally if I lived in the US would want the ability to burn a copy of the film to DVD, if i was to be charged the cost of a physical DVD.