Did anyone notice over the weekend that Apple has removed their $0.99 television rental option? Yes sir, that is right – this particular functionality has disappeared from the face of the earth, more specifically, from the Apple TV’s interface and the iTunes store. Of course, this doesn’t mean you cannot still purchase individual episodes within a series, and movie rentals will still cost the same, so you need not take out that box of Kleenex just yet.

Apart from that, it has also been discovered that support documents which are relevant to iTunes episode rentals were also removed, although one can still find cached versions if you are an Internet sleuth who knows how to dig your way around.

Some might think that this is a less orthodox manner of Apple handling TV rentals, where their thrust into cross-device music and app sharing with iCloud will carry over, while rentals might eventually be transformed to reappear in a new form, and perhaps a new price point so to speak.

There is also the wisdom of not discounting factors such as mounting studio strife which forced Apple to do away with the rental service, as many of the major studios did not have much respect for the low price tag associated with iTunes episode rentals. What do you think?

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