Netflix's coming attraction: Unlimited movies streamed over the Internet

By Associated Press

SAN FRANCISCO (AP) - Changes are coming to Netflix.

The company is lifting its limits on how long most subscribers can watch movies and television shows over high-speed Internet connections.

The Associated Press has learned the change will become effective tomorrow, on the eve of Apple's widely anticipated move into the movie rental industry.

Apple hasn't confirmed anything yet, but Chief Executive Steve Jobs is expected to make it official during a presentation Tuesday in San Francisco.

Netflix is gearing up for the increased competition by expanding a feature that streams movies over the Internet instead of making customers wait for their online rental requests to be delivered through the mail.

Until now, Netflix has restricted how long its more than 7 million subscribers could use the streaming service each month, based on how much they pay to rent DVDs.