Apple recently removed the option to rent TV shows from both iTunes and Apple TV. Previously, TV shows were available for rent for 99 cents, with 30 days to begin watching and 48 hours after you started watching the show.
The removal of renting TV shows seems to suggest that the feature never paid off in terms of sales, or gained traction with studios.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” said Apple spokesman Tom Neumayr to AllThingsDigital. He continued to state, “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.”
iOS apps from NBC, TBS, and TNT were all recently updated to include full-length episodes for free with limited commercials. The TV shows can be viewed on iPads and streamed to Apple TV using AirPlay Mirroring.