Apple TV Goes Back To Purchases, As TV Show Rental Flops

An update to Apple TV is a clear indication that Apple Inc has decided to focus on show purchases as the TV show rental feature has turned out to be a failure.

According to the Washington Post, the Cupertino, California-based company released a new update to its Apple TV with several features to improve and enhance the user viewing experience.

With this update, Apple has managed to take note of user complaints and solve certain problems. Now users can easily purchase the content they wish to see from the iTunes library and stream it on the Apple TV directly. This is a big improvement for users who earlier had to purchase and download their programs on their computer, iPhone, iPod or iPad and then transfer it to the TV.

Even though the issue was noted by the manufacturers, the feature becomes active after much delay, as Apple was waiting to release iCloud which would enable users to stream content from cloud storage directly and much more easily. iCloud was announced by the company on June 6th.

The update confirms the failure of Apple’s show rental service, where the company only offered a very limited choice of content to its users unlike on its other devices where quality content is offered on a large scale, giving vast options to users.