On Friday , Apple quiet removed the power to charter television shows from the iTunes Store . When Apple introduced the reimagined Apple TV in September 2010 , the company also began offering television renting at $ 1 per episode ( first on the Apple TV and afterward in iTunes itself ) . But now the rental option for television is get going — and Apple has confirmed toMacworldthat it ’s gone for expert .
An Apple spokesperson toldMacworldthat “ iTunes customer have show they overwhelmingly prefer buying TV shows , ” as oppose to rent them . “ iTunes in the Cloud lets client download and look on their preceding television purchases from their iOS twist , Apple TV , Mac or PC , allow them to enjoy their computer programming whenever and however they choose . ”
television receiver show rentals were subject to restrictions alike to moving-picture show rentals — namely , you had 30 24-hour interval to begin watch them , but once you did , you had only 48 hours to finish up before they vanish ( which is in fact more generous than the 24 - hr window granted for film letting ) .
Also , the number of appearance that were available for rental paled in comparison to the catalog Apple offer for purchase .
Apple ’s iTunes in the Cloud initiative , which first herald at last June ’s Worldwide Developers Conference , allowed the re - downloading of music , books , and apps ; earlier this month , Apple extended it to allow the re - downloading of TV shows on computer and iOS machine , and streaming of those preceding purchases on the Apple video as well .
While the rental option may now be off the table , the ability to purchase television shows from iTunes is still available for $ 2 per sequence for standard definition , and $ 3 for HD programming ( and many complete seasons are available at a price reduction as well ) . film rental from the iTunes Store are unaffected by the change .
