At Macworld Apple announced several new features to the Apple TV and a new price ($229 for 40gb, $329 for 160gb), all making for a package that’s actually appealing.

Users can now rent over movies straight from iTunes. Over 1,000 titles will be offered by the end of February. Of that 100 titles will be offered in high definition with 5.1 Dolby Digital surround sound. Costs will be $3.99 for new releases, $2.99 for library titles, and $4.99 for high definition titles. Costumers will have 30 days to activate the title and 24 hours after that to watch it.

Purchases downloaded to Apple TV are automatically synced back to iTunes on the user’s computer for enjoyment on their computer, all
current generation iPods or iPhone.

“With the new Apple TV and iTunes Movie Rentals, movie lovers can rent DVD-quality or stunning HD movies from their couch with just a click of a button,” said Steve Jobs, Apple’s CEO. “No more driving to the video store or waiting for DVDs to arrive in the mail.”

Other new features include viewing photos from their computers, Flickr and .Mac Web Galleries on their widescreen TV as slideshows or screen savers, and anytime photos are updated on Flickr or .Mac, they are automatically updated on Apple TV.