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Apple Shuts Down 99-Cent TV Rental Program, and Explains Why

Aug 29, 2011  •  Post A Comment

Apple is ending its 99-cent rentals of television shows, the Los Angeles Times’ Company Town blog reports. The company has decided to focus instead on sales of TV episodes.

The reason? “iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple said in a statement. The introduction of its iCloud service allows customers to store content online and then watch it from whichever device they prefer, the story points out.

But another reason for ending the rental service was lack of traction, the article notes. Major TV studios including CBS and NBCUniversal refused to offer shows through Apple at the 99-cent rate, which could undermine demand for purchases, the story points out.

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