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Apple 99-cent TV Rentals Is No Longer Available

Apple 99-cent Apple has removed the 99-cent option from iTunes and Apple TV that allowed users to rent their favorite shows on a cost of just 99 cents per episode. After the unavailability of option, now users have to pay $2 for the standard-def version or $3 for an HD episode to watch TV episodes on their iOS-enabled devices or iTunes.

The episodes rental service was introduced in last September with the announcement of the $99 Apple TV device with Netflix streaming.

According to the Apple, the main reason of discarding this option was the negative response from the customers, as a lot of customers prefer to buy a whole show instead of episodes.

“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr told AllThingsD. “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.”

This decision shows that Tim Cook – new Apple’s CEO, is aiming to remove all of the services or features that are not quite popular among the users to increase efficiency of the company.

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