Apple Yanks TV Rentals from iTunesPosted by Mike Yawney on August 27th, 2011 View Comments
And just like that…it’s gone. Apple has mysteriously yanked the ability to rent TV shows from iTunes. Users now only have the ability to individually purchase episodes or a complete season pass. Now comes the big question: why?
A spokesperson from Apple says customers “overwhelmingly prefer buying TV shows”, but there’s more to it than just that. The Wall Street Journal’s profile on Apple’s new CEO Time Cook has revealed the company is “working on new technology to deliver video to televisions, and has been discussing whether to try to launch a subscription TV service.”
TV studios such as Fox love the idea of yanking the show rentals. A spokesperson for Fox told the WSJ “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. To further enhance the value of ownership, we are working with Apple to make content available within their new cloud-based service.”
Are you upset over the decision? Would you rather purchase TV shows rather than rent?
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