Not so good news for anybody who had been searching to rent the most recent episode of Top Gear from iTunes, as Apple has rapidly and silently removed their 99� television rental option today.
The functionality has disappeared from both Apple TV s interface and also the iTunes store proper, signalling an extreme change in Apple s prices policy. Individual instances of a set can nonetheless be bought as always, and movie rental fees still cost exactly the same going rates, so its not all iTunes customer is going to be weeping within the loss.
AppleInsider has additionally discovered that support documents relating to iTunes episode rental fees were similarly drawn, although cached versions can nonetheless be found for individuals who do not mind just a little digging.
Inside a perfect world, this is a not-so-subtle signal that Apple s searching at various ways to deal with television rental fees. Apple s large push into mix-device music and application discussing with iCloud could continue, and rental fees could come back inside a new form (and perhaps a brand new cost point) but having the ability to be drawn onto any iDevice for the similar 48 hour period.
Alas, this is also completely within reason why factors such as mounting studio strife forced Apple to axe the rental service. Major galleries have scoffed in the low cost for iTunes episode rental fees, with gamers like NBC Universal s Shaun Zucker proclaiming that such leasing episode for 99� devalues their content. Rental fees, to become fair, weren t terribly well-listed if you have cable tv, but here s wishing they survive inside a new shape.
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