After TV Show Rentals Fizzle, Apple TV Pivots Back To Purchases

A quiet update this morning to the Apple TV, seems to indicate a pretty big change in strategy. Of course, Apple would never frame it this way, but with the emphasis now squarely back on purchases, it seems pretty safe to say that the television show rental model was a failure. To be clear, there are still rentals available on the device. But it's the same limited selection of shows that have been in place for months now — Glee, Bones, 24, etc. And Apple doesn't even have a section anymore highlighting which shows you can actually rent.

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