Apple TV Show Rentals: Was 99 Cents Too Expensive?

In 2010, Apple announced the ability for Apple TV owners to rent television shows for $.99, the price of most iTunes music downloads. CEO Steve Jobs explained that the pricing was intentionally aggressive, and that the company would make revenue on the volume of rentals. This past week, however, Apple deleted all options for renting television shows, shuttering a rental service that only Disney and Fox had signed on for in the first place. Apple TV owners can buy shows for $2.99 each. So was the rental service shuttered for lack of consumer interest or a because of technical issue with the upcoming iTunes in the Cloud? An Apple spokesman told All Things D's Peter Kafka, who broke the story, that Apple was following the consumer trend. "iTunes customers have shown they overwhelmingly prefer buying TV shows," Apple spokesman Tom Neumayr said. Fox corroborated the story by saying it hadn't seen much traction, telling Kafka that the best model for its consumers was to purchase content.

Comments (0)

This post does not have any comments. Be the first to leave a comment below.


Post A Comment

You must be logged in before you can post a comment. Login now.

Featured Product

D-Tools System Integration Software

D-Tools System Integration Software

D-Tools, Inc. is a worldwide leader in data-driven system integration software. D-Tools' System Integrator (SI) is a complete estimation, design (via Visio or AutoCAD), and project management platform designed to fulfill the diverse needs of systems integration firms. SI offers improvements in virtually every functional area and adds 3rd party integrations to provide a complete end-to-end solution allowing data to flow seamlessly throughout the project lifecycle - from initial client contact through the ongoing service relationship. Along with access to a comprehensive library of manufacturer products, the application delivers a powerful yet easy to use solution that provides a positive impact on any integrator's business.