Why are the films so expensive on iTunes?

Why is the films so bloody expensive?  I can't believe they want so much money for movies from iTunes. 

I think is too much expensive as well. I do not know but i do not really think that movie developers control the prices. I think Apple control it. I see it fast same as video shops. They had not the prices from movie developers but they had their own prices (atleast in my country). But whatever, its not necessary to know who control the prices cause one (movie industry) or second (Apple) is stupid in this things.
About 10years back i was registrated in some movie shop i payed about 1$ for movie for a day. Now when i find the prices its on 2$. Apple rental is 5$. Sorry, but in poor countries they rather get the film somewhere on the internet.
If Apple reduce the prices i guess many people with Apple TV instead of get the film by non-legal way will rent the film for 1.5-2.5$. The movie developers, producers, actors, apple will get some money.
For example if any movie will be about 2$ for a day. I will rent film every day. In one year they will get about 500$ (if i will not rent every single day) from me only. Now they got 0$ for a year for me because i do not really want to pay 5$ cause its really too much.

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