Last year, Apple rolled out rentals of TV shows via iTunes and Apple TV for 99 cents. The service provided users a two day period to watch the rentals, which included episodes from Fox and ABC shows. Recently, Apple ended the TV show rental service.
According to Apple, it ended the service because users largely bought episodes over renting them because many of the same shows were available for purchase for just a dollar more.
Some television executives believed that the 99 cent rentals undervalued their content. Some tech blogs are questioning whether the elimination of TV show rentals is part of a larger strategy that Apple is pursuing to get deeper into the crowded online television space by releasing a version of Apple TV in an actual television with a subscription model for content.