Apple Makes Moves on TV: No More iTunes Rentals

Few customers were interested in renting shows

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Lots of people think, including us, that Apple's TV is going to be its next big project. And today they have made at least one change that should put them in the right direction, reports AllThingsD's Peter Kafka. "Apple has completely removed customers' ability to rent shows from iTunes; the remaining options are to buy individuals or in some cases a 'Season Pass' for a year’s worth of shows." At first Apple thought the rental model was the way to go, but few customers were interested in doing that. The latest update of their TV's software now allows users to stream purchased--not rented--shows directly from their sets, which viewers much prefer. And with iCloud coming soon, customers should have no problem storing purchased shows to their hearts' content.

This article is from the archive of our partner The Wire.