The iTunes Store is now part of the ownership society. Apple (NSDQ: AAPL) has removed the option to rent television shows from its online store after introducing the ability to access purchased shows from any Apple mobile device earlier this year.
The rental market never seemed to materialize for Apple when it came to television shows, as it confirmed to AllThingsD Friday. “iTunes customers have shown they overwhelmingly prefer buying TV shows,” a company representative said. And that preference is probably going to be stronger now that Apple offers iTunes in the Cloud as a beta project, which allows you to buy a television show from an Apple mobile device or a PC/Mac and watch it on any of those devices.
A software update to Apple TV earlier this month also seemed to pave the way for a future where shows could only be purchased. Given that so many of the shows available for rent cost nearly the same as they did to buy, and that far more options were available to those willing to purchase shows, it’s not all that shocking a development. It does appear that movie rentals will still be an option within iTunes.