Apple pulls 99-cent TV show rentals from iTunes

Apple has pulled, at least temporarily, all of its 99-cent TV show rentals from the iTunes Store. The option to rent individual TV episodes from participating networks has disappeared from both the second-generation Apple TV and the iTunes Store on the Mac and PC, and, as noted by AppleInsider, Apple has also removed a support document entitled “iTunes Store: How to rent TV shows” from the web, as well as all mention of 99-cent TV show rentals from the Apple TV product page. Apple earlier this month enabled streaming of previously-purchased TV shows directly from the Apple TV, paving the way for such a move; it is also possible that lack of network support for the rental initiative led to its demise.

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