Apple TV Eliminates 99¢ Rentals

By Interior Technologies

Posted on Sep 1, 2011

Earlier last week, Apple quietly eliminated their 99¢ HD TV show rental option from Apple TV and iTunes.  Originally implemented less than a year ago along with the current 2nd Generation of Apple TV, Apple’s rental model was designed to change the industry.  This is apparently one instance when Apple did not exactly succeed.  With only networks from Fox and ABC who have strong ties with Apple willing to play along, Apple apparently had to give in and go back to its $2.99 per HD episode purchase model. This move was foreshadowed a week earlier when Apple reinstated the ability to purchase HD TV shows from almost all networks via Apple TV.

 

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