Apple has pushed out a new version 4.3 firmware update to Apple TV. New in this update is the ability to purchase TV shows. This is a shift in direction as 99 cents rental-only approach is the only option when Apple released second-generation Apple TV back in September 2010.
You can now buy TV episodes directly from Apple TV and your purchase will appear under the “Purchased” section of iTunes on both desktop and iOS devices. You can redownload and restream the purchased shows for repeat viewing.
TV shows is generally $2.99 a pop but most will welcome there is such an option. Fox and ABC remains the only two major networks offered in Apple TV, with CBS and NBC missing. With the offering for purchase option, lets hope more studio willl offer their contents in Apple TV.
The new update also adds Vimeo as a service accessible directly from Apple TV. A strong endorsement for Vimeo video site.