Apple prepping movie download service?

Apple could already be well on its way towards creating a movie download service.

According to AppleInsider - an Apple gossip site with a track record for calling the company's next move - Apple or a potential partner is undertaking market research into an "iTunes movie service" that would enable full length films to be downloaded to iPods or home computers.

While the survey is not Apple-branded and the company behind it has remained anonymous, the Cupertino company has not licensed its Fairplay DRM to anyone else, meaning at present only Apple sells video content compatible with the iPod.

The survey asked individuals for their opinions on a service that would allow its users to choose from an initial selection of 1,000 movies "which can be downloaded to your computer and, in turn, to your video iPod if you have one, or even your television if it is connected to your computer", AppleInsider said.

The survey also indicated Apple may embrace subscription services - a strategy popular with Apple's rivals in the music download business – for around $9.99 per month.

For their monthly fee, users would be able to download and watch as many films as they wish with no extra charge per view.

The survey also asked respondents for their views on a pay-per-movie subscription, with users buying films on an individual basis – similar to the business model of the iTunes Music Store.

Apple has been selling music videos and TV shows via the iTunes store since late last year.

Apple declined to comment.