As mentioned recently on AppleInsider, “The option to rent episodes of TV shows is no longer available on either the Apple TV, or when browsing content via Apple’s iTunes application.” They’ve even pulled their support page entitled “iTunes Store: How to rent TV shows”. In addition, the official Apple TV webpage no longer mentions $.99 TV show rentals. The page still says you can rent movies, but as for TV Shows, “buy your favorites, instantly”.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” said Tom Neumayr Apple spokesman to AllThingsDigital. He went on to say, “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.”
Apparently not too many customers realized they could rent TV episodes. Hopefully if and when Apple’s new technology to deliver video to your TV is up and running, you won’t have to worry whether you rent or own what you want to watch.
