Apple has canceled TV show rental on iTunes and Apple TV, as “iTunes customers have shown they overwhelmingly prefer buying TV shows”.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr said. “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.”
Priced mostly at 99-cent per episode, TV rental debuted as an option when Apple launched its second generation Apple TV last September. With only ABC and Fox joining the program, Apple has not been able to get other studios such as Warner, NBC and Viacom to offer their programming on TV rental.