iPad maker Apple has decided to axe the 99 cents movie rental service from the iTunes store as well as the Apple TV device.
Apple hopes that consumers will buy and stream movies instead, now that it has launched a cloud based version of iTunes.
However, wherever possible, consumers will be allowed to purchase individual episodes for their favourite series. Also, consumers will be able to buy what Apple calls a ‘Season Pass’ to get a year’s worth of shows.
The service, which was launched by Apple around a year ago, has not been able to generate much interest among iTunes customers. Many TV channels, including Fox, were no longer interested in offering their shows on rent as well.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr told All Things Digital.
“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.” he added.
Apple’s cloud based iTunes will allow users to purchase and stream movies and TV shows to any device they want. They will also be allowed to store the videos on iCloud.
There are also rumours floating around that there is a possibility of a 2012 release of an Apple-branded television with a built-in iOS interface.