New Direction: Apple Pulls The Plug on TV Rentals from iTunes

  • There has been a fair amount of recent press regarding changes to Apple’s TV rental offerings. Peter Kafka, reporting for The Wall Street Journal, writes: “Apple has completely removed customers’ ability to rent shows from iTunes; the remaining options are to buy individual episodes or in some cases a ‘Season Pass’ for a year’s worth of shows.”
  • Apple spokesman Tom Neumayr says people prefer buying TV shows instead of renting, which not surprisingly may be more in line with the needs of customers interested in Apple’s cloud initiatives. “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,” Neumayr said.
  • According to a Fox statement: “After carefully considering the results of the rental trial, it became clear that content ownership is a more attractive long-term value proposition both for iTunes customers and for our business. To further enhance the value of ownership, we are working with Apple to make content available within their new cloud-based service.”

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