Money Matters - Simplified

Apple ends 99-cent TV show rentals for iTunes, Apple TV

Apple has terminated the 99-cent TV show rentals service, citing customers’ lack of interest in renting TV episodes through an online store

Mere days after Steve Jobs announced that he would be stepping down as the CEO of the company, Apple Inc. has pulled the plug on its US$0.99 TV show rental service.

On Wednesday evening, the 56-year-old iconic co-founder of Apple announced his resignation from the company he co-founded in 1976.

Apple removes 99-cent TV show rentals
And on Friday, the Cupertino, California-based Apple announced that it will be dropping TV-show rentals from its popular iTunes media service and Apple TV.

Apple says while it has removed the facility to rent TV shows from both iTunes and its Apple TV, it will continue to offer television programs for purchase and download.

Apple has terminated the service, citing customers’ lack of interest in renting TV episodes through an online store.

Apple says while it has removed the facility to rent TV shows from both iTunes and its Apple TV, it will continue to offer television programs for purchase and download.

“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,” Apple spokesman Tom Neumayr said in a statement to "AllThingsDigital."

Besides removing the 99-cent TV show rentals option from the company’s official page promoting the Apple TV, the iPhone and iPad maker even removed the support document entitled “iTunes Store: How to rent TV shows” from the Web, instead mentioning ‘Buy’ your favorite TV show for $1.99 or in HD for $2.99.

Service terminated a year after launch
Last year in August Apple offered users the option to rent television shows for 99 cents from its iTunes Store, with 30 days to begin watching and 48 hours to finish watching it.

Apple introduced the service with great fanfare, after striking deal with some major U.S. networks, but as the time passed, Apple lost support from most studios, leaving only FOX and Disney ABC involved in Apple's streaming offering, and with only limited content at the typical US$0.99 price tag.