Apple has quietly removed the option to “rent TV show episodes” through the iTunes store.
The rentals priced at 99 cents allowed people to watch the episode for 24 hours versus purchasing the shows outright for $1.99.
These $0.99 TV show rentals were a cornerstone feature alongside the current Apple TV model, Apple now has a cloud-based storage locker for TV episodes.
It seems the Cupertino company didn’t want to support rentals anymore because of its upcoming iCloud service which will allow people to store TV episodes in their iCloud file space and stream them to their iPhone, iPad or other iCloud supported devices.
The service is currently in beta testing and will officially launch later this year.
It’s highly likely that iCloud’s launch will coincide with the launch of the long-awaited iPhone 5 as well as the next iPod device refresh.
An Apple spokesperson confirmed the move to remove the TV show rental option from iTunes, saying that,
“Tunes 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.”