99-cent TV show rentals quietly removed from Apple TV, iTunes
Apple has removed the ability to rent TV shows from both iTunes and its Apple TV, taking away what was just last year one of the major advertised selling points of the $99 streaming-centric set-top box.
The option to rent episodes of TV shows is no longer available on either the Apple TV, or when browsing content via Apple's iTunes application. Previously, participating networks offered users the ability to rent a TV episode for 99 cents, with 30 days to begin watching and 48 hours to complete it.
As further evidence that the ability to rent TV shows has been removed completely, an Apple support document entitled "iTunes Store: How to rent TV shows," has been removed from the Web. A Google cache of the page is still available.
In addition, Apple's official page promoting the Apple TV no longer makes any mention of 99-cent TV show rentals. Users are told that they can rent movies, while the page offers users the ability to "buy your favorites, instantly" for TV episodes.
Apple paved the way for the change earlier this month, when the company added the ability to buy and stream iTunes TV shows on the Apple TV. Previously, the set-top box was limited only to streaming rental options, or content that had already been purchased on a Mac or PC and was saved locally on that system.
UPDATE: In a statement to "AllThingsDigital," Apple spokesman Tom Neumayr said, ?iTunes customers have shown they overwhelmingly prefer buying TV shows. 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.?
Released in 2010, the new Apple TV represented a shift for the company, as it pushed studios to allow cheaper 99 cent rentals of TV shows, rather than costlier permanent purchases. But some studios have been reluctant to participate, calling Apple's 99-cent model too inexpensive.
The change to no longer allow rentals seems to suggest that Apple's experiment never paid off in terms of sales, or gained any new support from studios. Previously, Fox and ABC were the only two of the "big four" major U.S. networks that had participated in Apple's streaming offering.
Last month, AppleInsider revealed that Apple has been selling a half million units of its set-top-box per quarter. Though sales of the Apple TV are much higher than other similar devices, Apple has famously referred to the relatively niche product as a "hobby," as it doesn't command nearly the kind of sales or attention as a product like the iPhone.
The option to rent episodes of TV shows is no longer available on either the Apple TV, or when browsing content via Apple's iTunes application. Previously, participating networks offered users the ability to rent a TV episode for 99 cents, with 30 days to begin watching and 48 hours to complete it.
As further evidence that the ability to rent TV shows has been removed completely, an Apple support document entitled "iTunes Store: How to rent TV shows," has been removed from the Web. A Google cache of the page is still available.
In addition, Apple's official page promoting the Apple TV no longer makes any mention of 99-cent TV show rentals. Users are told that they can rent movies, while the page offers users the ability to "buy your favorites, instantly" for TV episodes.
Apple paved the way for the change earlier this month, when the company added the ability to buy and stream iTunes TV shows on the Apple TV. Previously, the set-top box was limited only to streaming rental options, or content that had already been purchased on a Mac or PC and was saved locally on that system.
UPDATE: In a statement to "AllThingsDigital," Apple spokesman Tom Neumayr said, ?iTunes customers have shown they overwhelmingly prefer buying TV shows. 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.?
Released in 2010, the new Apple TV represented a shift for the company, as it pushed studios to allow cheaper 99 cent rentals of TV shows, rather than costlier permanent purchases. But some studios have been reluctant to participate, calling Apple's 99-cent model too inexpensive.
The change to no longer allow rentals seems to suggest that Apple's experiment never paid off in terms of sales, or gained any new support from studios. Previously, Fox and ABC were the only two of the "big four" major U.S. networks that had participated in Apple's streaming offering.
Last month, AppleInsider revealed that Apple has been selling a half million units of its set-top-box per quarter. Though sales of the Apple TV are much higher than other similar devices, Apple has famously referred to the relatively niche product as a "hobby," as it doesn't command nearly the kind of sales or attention as a product like the iPhone.
Comments
I had actually rented TV shows on occasion even though I get them for "free" on U-Verse so I could watch on my iPad or MacBook AIr. Spending a dollar once in a while feels like nothing when you spend $150 a month on cable. Kinda wish I got more for that $150 though.
It could be a precursor to a new service coming.
Perhaps to an unlimited streaming service?
A boy can wish...
I'm pretty pissed about this because it was a selling feature that I used to validate it as a purchase in our household and now it is gone. We got rid of our cable because we bought an Apple TV 2 and figured we would rent the shows we wanted to see.
Please don't flame me on this but isn't this sort of bait and switch sort of illegal? They have taken a key feature away from a product.
Perhaps to an unlimited streaming service?
A boy can wish...
Perhaps tiered pricing? (month-to-month)
Maybe Apple is coming out with a subscription based model? That makes far more sense than offering everything separately.
Netflix and services like it are where it's at.
I bought the new Apple TV, and have since drastically changed my viewing habits. I still rent movies every now and then from Apple, but mostly I access Netflix. For me and my wife, it's a treasure trove of older movies and TV shows at a bargain-basement price. We are having ourselves a blast!
I don't know about treasure trove. I think the selection stinks on Netflix for Apple TV.
I became quickly aware of this about 3 weeks ago when I was looking to rent the first episode of Thundercats and noticed that I couldn't find a single 99¢ TV show rental.
I'm pretty pissed about this because it was a selling feature that I used to validate it as a purchase in our household and now it is gone. We got rid of our cable because we bought an Apple TV 2 and figured we would rent the shows we wanted to see.
Please don't flame me on this but isn't this sort of bait and switch sort of illegal? They have taken a key feature away from a product.
That's not bait and switch. Bait and switch is advertising a product with no intention of selling it, to "bait" you into going to the store, where the salespeople attempt to get you to "switch" to buying a higher margin product.
What Apple has apparently done is discontinued a service. It's too soon to say if they did this on their own volition or the TV networks forced this, or if it will be replaced it with something else.
Streaming movies via Netflix is OK but the picture quality doesn't come close to that of a DVD. Apple TV would only be good for movies if they do come out in very clear DVD quality. Otherwise it would be superfluous.
Asking for more then a dollar would make no sense. You can rent a Redbox movie for the same amount.
Please don't flame me on this but isn't this sort of bait and switch sort of illegal? They have taken a key feature away from a product.
This is exactly the reason why I will never rent anything and buy it so I can see it whenever I want.
If you don't mind paying quite a bit more for that privilege, then good for you.
I was an early adopter and one of the first to buy the first Apple TV and I don't think I rented more then 3-4 TV shows, and only a few movies. $0.99 is way to expensive for a TV show but $3.99 or $4.99 is fine for a movie. But the selection sucks.
Use my Apple TV almost exclusively to stream from my server, and with Apple TV 2, from NetFlix.
I don't know about treasure trove. I think the selection stinks on Netflix for Apple TV.
Does Netflix for Apple TV have a more limited selection than regular Netflix?
I have Netflix and I think that it's pretty good, especially for $8 a month.