Apple has quietly removed all US$0.99 TV show rentals from the iTunes Store and Apple TV. It’s not an unexpected move. Consumers haven’t been especially interested in television rentals.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr told AllThingsD Friday. “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.”
News Corp. and Disney were the only two players to jump on the iTunes TV rental bandwagon –so this isn’t a huge change. After all, the difference between $0.99 and $1.99 is already minimal, especially when the $1.99 product allows a users to rewatch that content on other devices anytime they want.