• Apple Yanks 99-Cent TV Show Rentals from iTunes, Apple TV



    For reasons that presently escape understanding, Apple has suddenly and inexplicably pulled all of its 99-cent TV show rentals from both the iTunes Store and Apple TV. Is this a glitch, an error of sorts, or the start of a new direction for the company's digital rental service? For now, it's impossible to say.

    Next month would make one year since Apple rolled out 99-cent TV show rentals in conjunction with the aptly-timed release of Apple's refreshed Apple TV. Despite some clawing and scratching from network executives not willing to fork over their "precious content" only for Apple to dish it out at 99-cents a pop, the rental platform was widely embraced by many.

    The rental dump may, however, have something to do with reports this morning that Apple is working on a "new technology to deliver video to televisions, and has been discussing whether to try to launch a subscription TV service" (Read Phillip Swanson's report here).

    So is this really the end of 99-cent TV show rentals in the iTunes Store and Apple TV? Calls to Apple were not immediately returned. And until we can get to the bottom of this, it's tough to say what's behind this very quiet but glaringly obvious development.
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