Apple Removes 99-Cent TV Show Rentals from iTunes Store and Apple TV [Updated]

AppleInsider notes that Apple has apparently quietly discontinued its 99-cent TV show rentals, shutting off access to the offerings via iTunes Store and Apple TV.

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.

The company's Apple TV page has also been updated to remove mention of the option to rent TV shows on the device.

apple tv rentals
Movie/TV show feature from Apple TV page: before (left) and after (right) changes

Apple launched 99-cent TV show rentals alongside the revamped Apple TV last September, but networks were reluctant to sign onto the program, finding the pricing too low for their tastes. The program launched with ABC and Fox on board, but Warner Brothers, NBC, Viacom, and other opted out. It appears that Apple has finally decided to cancel the program as it has been unable to bring a critical mass of studios on board.

Update: AllThingsD has a statement from Apple:

“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.”

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

Top Rated Comments

Capt Underpants Avatar
164 months ago
Subscription models make more sense for television shows.
Score: 15 Votes (Like | Disagree)
pjhamill Avatar
164 months ago
I'm not liking what this Tim Cook guy is doing :P
(sarcasm)
Score: 10 Votes (Like | Disagree)
coochiekuta Avatar
164 months ago
I'll never pay 2 bucks to watch a tv show.
Score: 8 Votes (Like | Disagree)
chickenninja Avatar
164 months ago
I'm not liking what this Tim Cook guy is doing :P
(sarcasm)

Seriously! he destroyed apple overnight!
Score: 7 Votes (Like | Disagree)
bdkennedy1 Avatar
164 months ago
They are switching to the iCloud. Buy an episode for 99 cents and watch whenever you want.
Score: 6 Votes (Like | Disagree)
doctorossi Avatar
164 months ago
tv shows where not really rental material , the occasion when i wold actually watch a tv show 2 or more times is very very rare
:confused:

So... because you won't watch them multiple times, it makes more sense to you to buy them at three times the price (and keep them on your drive for all those future non-viewings) than to rent them?
Score: 5 Votes (Like | Disagree)

Popular Stories

reset password request iphone

Warning: Apple Users Targeted in Phishing Attack Involving Rapid Password Reset Requests

Tuesday March 26, 2024 4:34 pm PDT by
Phishing attacks taking advantage of Apple's password reset feature have become increasingly common, according to a report from KrebsOnSecurity. Multiple Apple users have been targeted in an attack that bombards them with an endless stream of notifications or multi-factor authentication (MFA) messages in an attempt to cause panic so they'll respond favorably to social engineering. An...
maxresdefault

Apple to Launch New iPad Pro and iPad Air Models in May

Thursday March 28, 2024 11:07 am PDT by
Apple will introduce new iPad Pro and iPad Air models in early May, according to Bloomberg's Mark Gurman. Gurman previously suggested the new iPads would come out in March, and then April, but the timeline has been pushed back once again. Subscribe to the MacRumors YouTube channel for more videos. Apple is working on updates to both the iPad Pro and iPad Air models. The iPad Pro models will...
Generic iOS 18 Feature Purple

iOS 18: What to Expect From 'Biggest' Update in iPhone's History

Wednesday March 27, 2024 11:10 am PDT by
At least some Apple software engineers continue to believe that iOS 18 will be the "biggest" update in the iPhone's history, according to Bloomberg's Mark Gurman. Below, we recap rumored features and changes for the iPhone. "The iOS 18 update is expected to be the most ambitious overhaul of the iPhone's software in its history, according to people working on the upgrade," wrote Gurman, in a r...
maxresdefault

Apple Announces WWDC 2024 Event for June 10 to 14

Tuesday March 26, 2024 10:02 am PDT by
Apple today announced that its 35th annual Worldwide Developers Conference is set to take place from Monday, June 10 to Friday, June 14. As with WWDC events since 2020, WWDC 2024 will be an online event that is open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. WWDC 2024 will include online sessions and labs so that developers can learn about new...
apple maps 3d feature

Apple Maps May Gain Custom Routes With iOS 18

Tuesday March 26, 2024 3:10 pm PDT by
Apple may be planning to add support for "custom routes" in Apple Maps in iOS 18, according to code reviewed by MacRumors. Apple Maps does not currently offer a way to input self-selected routes, with Maps users limited to Apple's pre-selected options, but that may change in iOS 18. Apple has pushed an iOS 18 file to its maps backend labeled "CustomRouteCreation." While not much is revealed...
General iOS 17 Feature Orange Purple

Apple Releases Revised Versions of iOS 17.4.1 and iPadOS 17.4.1 With Updated Build Number

Wednesday March 27, 2024 5:59 am PDT by
Apple on late Tuesday released revised versions of iOS 17.4.1 and iPadOS 17.4.1 with an updated build number of 21E237, according to MacRumors contributor Aaron Perris. The updates previously had a build number of 21E236. The revised updates are available for all iPhone and iPad models that are compatible with iOS 17 and iPadOS 17, but they can only be installed via the Finder app on macOS...
applephilschiller

Apple's Phil Schiller Works 80 Hours a Week Overseeing App Store

Wednesday March 27, 2024 2:03 pm PDT by
With the App Store and app ecosystem undergoing major changes in the European Union, The Wall Street Journal today shared a profile on App Store chief Phil Schiller, who is responsible for the App Store. Though Schiller transitioned from marketing chief to "Apple Fellow" in 2020 to take a step back from Apple and spend more time on personal projects and friends, he is reportedly working...