Apple Ends iTunes TV Rentals


The Internet store will now only sell individual episodes and "Season Passes."

One year after Apple fought to get bargain-pricing on television shows to for users to rent through it's iTunes store, the company has stopped providing TV to rent altogether. 

But, if customers miss their favorite programs on television, all is not lost. iTunes will still offer episodes for purchase and, in some show's cases, a "Season Pass" to buy a year's worth of episodes. Apple will also allow users to watch the shows they buy anytime, on any Apple mechanism via their "iTunes in the Cloud" service, reports the Wall Street Journal

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“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr told the paper. “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.”

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And, it seems like at least some of the networks are on board with Apple's decision. 

“After carefully considering the results of the rental trial, it became clear that content ownership is a more attractive long-term value proposition both for iTunes customers and for our business," Fox said in a statement. 

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In the last year, ABC and Fox lowered some of their episode prices from $1.99 to 99 cents.