TV show rentals removed from Apple Tv

Removed or disappeared? This is the mystery is popping in every user of Apple product.

Neil Hughes reports for AppleInsider.

Apple has without explanation removed the ability to rent TV shows from both iTunes and its Apple TV, taking away what was just last year one of the major advertised selling points of the $99 streaming-centric set-top box.

The change to no longer allow rentals would seem to suggest that Apple’s experiment never paid off in terms of sales, or gained any new support from studios. Previously, Fox and ABC were the only two of the ‘big four’ major U.S. networks that had participated in Apple’s streaming offering.

The functionality has disappeared from both the Apple Tv’s interface and the iTunes store proper, signaling a drastic shift in Apple’s pricing policy. Individual episodes of a series can still be bought as usual, and movie rentals still cost the same going rates, so not every iTunes customer will be weeping over the loss.

Apple introduced TV Rentals last year which allowed users to watch TV Shows for a small rental fees. Now as the TV Rental service has been pulled off but still you can only download individual shows or already purchased season passes.

Apple has confirmed the change recently with All things Digital

iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr said. “iTunes in the Cloud lets customers download and watch their past TV purchases from their iOS devices, Apple TV, Mac or PC allowing them to enjoy their programming whenever and however they choose.

May be this step has something to do with video steaming service Netflix that Apple has recently shown interest in acquiring. Although time based video downloading was never appreciated but still the service rendered quite entertainment for some of the popular TV shows.

Alas, it’s also completely within reason that factors like mounting studio strife forced Apple to axe the rental service. Major studios have scoffed at the low price tag for iTunes episode rentals, with players like NBC Universal’s Jeff Zucker stating that such renting episode for 99¢ “devalues” their content. Rentals, to be fair, weren’t terribly well-priced for people who have cable television, but here’s hoping they live on in a new shape.

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