As expected, Apple announced it would offer movies for rental through its iTunes (they really need to think about renaming that) store, starting today. Steve Jobs said in his keynote that Apple has deals with all the major studios and will have 1,000 titles available by February. New releases will go up 30 days after they’re released on DVD. Users will be able to watch the movies on their Macs, PCs, iPods or iPhones, and they’ll have 30 days to start watching. But once you start playing, the file will self-delete in 24 hours.

But in a first for Apple, it will offer some titles in high-def, with 5.1-channel surround sound. How do you get the full benefit of that? With the new version of Apple TV, of course. Apple TV Take 2 actually doesn’t even need a computer if you want to use it (though it still can sync with one) — just get your titles from the Net directly via Wi-Fi.

Pricing for the new release rentals is $4.99 for HD and $3.99 for SD; for older flicks, it’s $3.99 for HD and $2.99 for SD. The new Apple TV costs $229. Spy a pic of it after the jump. Be warned: It looks the same as ever.