Apple has removed the option for renting TV shows through iTunes, leaving only the ability to purchase individual episodes or entire seasons outright. There are rumors that Apple will be creating its own cable-like service, but if the company can’t get the rental model right, then they may have a hard time competing against existing cable providers in the subscription market. Apple is considering bidding for Hulu, which would give the Cupertino based company a leg-up, but the recent Netflix incident proves that customers are very frugal when it comes to digital video content.
“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.”