Apple shuts down $0.99 iTunes TV show rentals

Apple shuts down $0.99 iTunes TV show rentals

Apple seems to have removed $0.99 TV show rentals from iTunes and Apple TV. In a statement provided to Wall Street Journal technology blog, All Things D, Apple spokesman Tom Neumayr explained:

“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.”

Fox seems to confirm the reasoning:

“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.”

Apple announced $0.99 TV Show rentals are part of the all new, all streaming Apple TV in 2010 but never got all the US networks on board, nor did they manage to roll the service out beyond the US. While networks likely felt $0.99 undervalued their content, let's be clear -- it overvalued it. $100 for 100 hours of non-repeatable TV is ridiculous. Subscriptions, which Apple has reportedly been pursuing, make far more sense at scale and volume. Whether the networks will ever agree to that or not is the question. (And at this point there's no evidence iCloud, despite its ideal positioning, will be part of the answer.)

At least we can take some comfort in the fact that nature has shown in knows what to do to dinosaurs.

[All Things D]

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Rene Ritchie

EiC of iMore, EP of Mobile Nations, Apple analyst, co-host of Debug, Iterate, Vector, Review, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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Reader comments

Apple shuts down $0.99 iTunes TV show rentals


Bull Sh!t. I don't believe that “iTunes customers have shown they overwhelmingly prefer buying TV shows" for a minute. If I am watching a series I, and most people, will watch it once. Whey the heck would I buy it for twice as much??? I agree$.99 to watch one 23 min or 44 minute show is too much but it beats the heck out of $1.99 or $2.99 to watch it once and then have it take up room in your iTunes library.
Dinosaurs is right. I hate meda companies.

Why the fuck would you even pay at all, paying for something that was free on tv, just fucking download it or watch it when it's on, you must be an idiot to pay some1 money to watch something and at least not have a copy to keep, the whole renting tv shows or films or anything is stupid and retarded .. Enjoy throwing money away with nothing to show for it, douchebag.

Apple really got this one wrong. Of course no one "rented" their content. .99 may seem low, but add that up over a month of TV and I'll just subscribe to Satellite and a PVR thanks.

And of course that's exactly what the TV networks want you to do. Thats why all the tv for purchase or rent online is so expensive.

This was doomed to fail out of the gate. Nearly all content is available on the various network's website. A lot of them are HD Streaming as well.

Why pay that much when you can go online and find it somewhere for free.I'll stick with recording shows on my DVR.

Hey there! I could have sworn I've been to this website before but after reading through some of the post I realized it's new to me. Anyways, I'm definitely glad I found it and I'll be bookmarking and checking back often!