Rentals (How come some movies are not available on itunes but on apple tv?

Was going to rent a movie on itunes however it said it was only available on apple tv? Does that mean I can only watch it on apple tv and not on my mac? What is the purpose?

It's just the way it is - previously HD rentals were only available via AppleTv though this seems to be changing and there may even be some HD films to purchase now. There may also be a difference with SD content.
How Apple can sell/rent movies/TV Shows will be strictly governed by the movie companies/studios who own the rights, and they or Apple for one reason or another may have limited what can be rented where either for commercial or logistical reasons.
I suspect there was partly a case of Apple assuming no point allowing HD rentals from iTunes because they assumed there's be no benefit for iPod/iphone users whose devices would not be HD capable - of course they may have discounted people who want to watch a movie on their laptop or computer.
It could also be a case of limiting demand while server backbone architecture is improved - AppleTV users will be a minority compared to other iTunes users so treading the water with say HD rentals on this device will have less of an overnight impact on demand/capacity of servers to deliver the goods.
Truth is, it's just the way it is, but is likely to change to a more logical model over time, but there'll stil be widespread differences in content availability/pricing from country to country.

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