One of the early criticisms of the Apple TV was that it was unable to purchase content without the use of iTunes on a Mac or PC.

We don't have any solid rumor-intelligence to claim that direct-purchasing from the iTunes store will indeed be added to the Apple TV, and in general dislike speculation in our articles at MacRumors. However, in this case the evidence seems to be clearly adding up to a future software update to Apple TV.

The advent of the WiFi iTunes Store on the iPod touch and soon for the iPhone is perhaps the single largest piece of evidence indicative of Apple's intentions. Also, users will remember Apple TV's 1.1 update contains a curious iTunes Store setting:

AppleTVStore 400

The setting appears to have little effect currently, leading to further the idea that the menu is meant for future purposes.

Note: While we were writing this story, LoopRumors posted claiming to have received word from "reliable" sources that just such an update is coming.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Neutral)

Popular Stories

iPhone 16 Mock Header With Dynamic Island

Skipping the iPhone 15 Pro? Here's What's Rumored for iPhone 16 Pro

Friday September 22, 2023 9:29 am PDT by
Are you skipping the iPhone 15 Pro and waiting another year to upgrade? If so, we already have some iPhone 16 Pro rumors for you. Below, we recap new features rumored for the iPhone 16 Pro models so far:Larger displays: The iPhone 16 Pro and iPhone 16 Pro Max will be equipped with larger 6.3-inch and 6.9-inch displays, respectively, according to Ross Young, CEO of Display Supply Chain...
Apple WWDC23 macOS Sonoma hero

macOS Sonoma Launching This Week With These New Features

Sunday September 24, 2023 12:45 pm PDT by
Apple previously announced that macOS Sonoma will be released this Tuesday, September 26. The free software update includes many new features and changes for the Mac, including the five that we have highlighted below. In addition to these five features, we have shared the full release notes for macOS Sonoma below for a complete overview of everything new. Desktop Widgets macOS Sonoma...
Apple Watch Ultra 2 double tap gesture 230912

watchOS 10.1 to Enable Apple Watch's New 'Double Tap' Gesture

Thursday September 21, 2023 12:52 pm PDT by
The new Double Tap gesture for the Apple Watch Series 9 and the Apple Watch Ultra 2 will be enabled starting with watchOS 10.1, according to Marques Brownlee, host of the popular tech-focused YouTube channel MKBHD. The first beta of watchOS 10.1 will likely be available by next week, and Apple announced that the software update will be released next month. Brownlee shared his impressions...