For the second time in a month, Apple has simply missed the mark. Apple reportedly has failed to meet their goal of having 1,000 titles available on the iTunes Store rental service by the end of February.

According to a tally done by, iTunes had a total of 770 titles, including movies for rent and for sale, as of the last day in February.

In the list of movies for rent on iTunes through an Apple TV or a computer, Macworld found 351 and 378 titles, respectively, far short of the 1,000-movie goal.

The iPhone maker launched iTunes movie rentals at the Macworld conference earlier in January. The company said in a statement issued at that time that it planned to offer 1,000 titles by the end of February, including over 100 titles in stunning high-definition video with 5.1 Dolby Digital surround sound.

Apple is expected to announce the iPhone SDK this Thursday, but it is still not known when they will try and increase the number of titles available through the iTunes rental service.