Apple has suddenly ceased offering 99¢ TV show rentals from the iTunes Store and Apple TV. Of course, Apple’s online promotional materials have been altered to reflect the change.
Apple later released a statement to AllThingsD claiming that customers prefer to buy their TV shows, and not rent them. Here’s the statement in full:
“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.”
I would also imagine that Apple canceled rentals due to lack of studio support as well. Apple just unveiled rentals last year with the introduction of the revamped Apple TV. Then as now, they only had the support of Fox and ABC for TV show rentals, the rest of the major studios opted out.
Additionally, the forthcoming, full roll out of iCloud, will eliminate the need for rentals. Once a customer buys content, they will be able to watch it anywhere, from any of their iOS devices. This gives users little incentive to pay 99¢ for the ability to rent a video from one location, and left with the ability to only watch it at that location.