08/26/2011 06:21 pm ET | Updated Oct 26, 2011

Apple Kills TV Episode Rentals For ITunes, Apple TV

Apple will no longer offer rentals for TV show episodes offered through iTunes and Apple TV.

Previously, users could pay 99 cents to rent single episodes of select shows. A cached Google page, collected by Apple Insider, explains that the now-dead deal let users watch an episode for up to 48 hours, once activated, and gave users up to 30 days to push "play" for the first time.

Now, however, Apple has done away with the offer and will focus, instead, on selling TV episodes for permanent purchase.

"iTunes customers have shown they overwhelmingly prefer buying TV shows," an Apple spokesman 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."

The Next Web offers an explanation about why the offer might have be axed:

The general consensus as to why Apple chose to drop TV show rentals is that they were just never all that popular. Although Fox and ABC signed on to offer shows through the service, many other major players never chimed in. this meant that selections were relatively limited. The pay-to-rent model has proven to be very popular with movies, but not so much with TV programming, which typically holds less single-serving value in the eyes of consumers.

Apple began offering limited TV rentals in 2010, but the deal never took off with customers or studios. According to TechCrunch, Apple TV updates have marked a shift away from rentals as early as August 1.