Despite its role as a major selling point of the revamped Apple TV (s aapl) last fall, Apple has done away with TV show rentals. Several bloggers noticed the option to rent individual episodes missing from iTunes and Apple TV Friday, and Apple later confirmed the decision was based on lack of interest.
“iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr told AllThingsD Friday. “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.”
Very few TV studios were on board with the idea in the first place–only Fox (s nws) and ABC(s dis)–so this isn’t a huge change. But now the only option in iTunes when it comes to TV shows is to buy. You can buy a full season or “Season Pass,” or if you want to cherry pick a season, you can still buy individual episodes.