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

**Michael Essany** · 08-26-2011, 02:43 PM

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.

**iPod** · 08-26-2011, 02:48 PM

And Tim Cook said nothing would change..

**cpotoso** · 08-26-2011, 02:55 PM

Why would i *BUY* a tv show? These are usually meant to be seen once (if you have to choose a number bigger than 0, that is). I guess that the number of customers of torrents will increase overnight

**RICO_** · 08-26-2011, 03:03 PM

Of course they wouldn't return calls. What kind of company should explain their actions regarding the reasoning behind yanking products that customers pay for and look forward to obtaining? That's just crazy!

**sziklassy** · 08-26-2011, 03:10 PM

99 cents is too expensive for a tv show rental anyway. 99 cents should be the cost of purchasing an episode. Look at Hulu. It's $8 a month for all you can eat rentals.

**BenderRodriguez** · 08-26-2011, 03:16 PM

Originally Posted by sziklassy

Look at Hulu. It's $8 a month for all you can eat rentals.

Why would someone want to "eat rentals"? Well actually that sounds tasty to Bender

But yeah strange maybe a judge finally said no more or maybe there raising the prices and they haven't decide how gready they can be and still make money

Let's just hope they Adopt Netflix idea with $9 a month

**ScottyOhio** · 08-26-2011, 03:47 PM

Sure wish it was something to send netflix straight to hell.

**Zon** · 08-26-2011, 04:25 PM

Maybe Apple's set to announce a purchase of Hulu so there's no need for $0.99 TV shows.

**bigliquid530** · 08-26-2011, 05:28 PM

.99 is pretty pricey for a show

**Slmchrist** · 08-26-2011, 06:59 PM

Originally Posted by ScottyOhio

Sure wish it was something to send netflix straight to hell.

+1

I can't wait until someone kicks Netflix in the nuts!!!!

**BenderRodriguez** · 08-26-2011, 07:22 PM

Why do yall hate Netflix so much
I have it and I love it
I'd never buy movies from Apple cause I have this

**cpotoso** · 08-26-2011, 08:52 PM

Originally Posted by Slmchrist

+1

I can't wait until someone kicks Netflix in the nuts!!!!

Why the hate? Nobody put a gun to your head and forced you to subscribe to them. (unless you were a dvd rental place, which Netflix killed...). I love my 2DVDs at a time from them. Well worth the < $13 price tag per month.

**Hyperextension** · 08-27-2011, 10:28 AM

The 99 cent rental section is up an running fine on my iTunes and Apple TV. Not sure what you are talking about.

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Thread: Apple Yanks 99-Cent TV Show Rentals from iTunes, Apple TV

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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