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Apple Discontinues 99c TV Show Rentals Via iTunes

Apple has pulled the plug on iTunes 99 cent TV Show rentals, leaving just the ability to purchase episodes, reports AllThingsD. It seems that customers overwhelming chose to purchase episodes; especially after Apple recently gave customers the ability to watch purchased shows any time via "iTunes in the Cloud".
"iTunes customers have shown they overwhelmingly prefer buying TV shows," Apple spokesman Tom Neumayr said. "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."
AllThingsD was also able to obtain a statement from Fox who said: "After carefully considering the results of the rental trial, it became clear that content ownership is a more attractive long-term value proposition both for iTunes customers and for our business. To further enhance the value of ownership, we are working with Apple to make content available within their new cloud-based service."
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