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August 26, 2011 by · 1 Comment 

In a surprise move, Apple has stopped renting TV episodes online from its iTunes Store. Daily Variety, which reported the move, said that the company removed the rental option “quietly.” It quoted an Apple spokesman as saying, “iTunes customers have shown they overwhelmingly prefer buying TV shows.” Only two media companies had agreed to allow Apple to rent its shows — Disney (ABC, ESPN) and News Corp (Fox). A spokesman for Fox indicated that the network was ready to yank its shows from iTunes, telling Variety, “After carefully considering the results of the rental trial, it became clear that content ownership is a more attractive long-term value proposition both for iTunes customers and for our business.” Feature films will continue to be available for rental on the iTunes Store.