A spokesman of Apple said, overwhelming data shows that consumers of iTunes are more desirable to buy TV shows, not rent. Now ITunes cloud allows users to download and watch their favorite TV show, as long as they have any device of IOS, not just Apple TV, even Macbook or Mac desktop, with them we can still enjoy these TV shows. iTunes cloud application was released in the WWDC conference in June 2011 for the first time, the, it supports resume, download music, books, and applications. And in earlier time this month, Apple has expanded its capabilities to allow users to download and resume TV shows on their computer and iOS, also, consumers can purchase the previous stream on Apple TV. Although the lease option is off, but the service to buy TV shows in iTunes still exists, $ 2 per episode, $ 3 per episode for high-definition TV. iTunes App Store provides a complete TV season. And it doesn’t affect the movie rental in iTunes App Store.

Over the past year, rental prices have increased from $ 1.99 down to $ 0.99, but the users whoare interested in leasing service are still very few. Finally, Apple decided to give up the business, because its upcoming iCloud processor can transfer the movies and television programs that saved in iCloud to iPhone, iPad or other equipment that iCloud can support, then users can watch them conveniently. iCloud is in testing phase currently and will be officially launched later this year, may be at the same time with our long-waited iPhone5 and new iPod. The upcoming iTunes in the Cloud service will let you stream purchased content on all of your devices with ease. Considering the upcoming service, the rental of television shows just isn’t attractive –especially when the cost of doing so isn’t considerably cheaper than actually buying them, giving you all the time in the world to enjoy them on your schedule.

Knowing Apple, they haven’t fully given up on television rentals. A lot of speculation suggests their next attempt will be with an iTunes in the Cloud television subscription service. Whatever they come up with, it will have to be more competitive with other streaming services out there right now. Hulu offers the streaming of many current television shows for free, while their plus service offers a large full-episode catalog for a low monthly fee. Netflix is another viable option, though their catalog is often somewhat slower to update. But I bet after Apple launching iCloud, most users will support them, after it’s Apple, and if the release date is really the same with iPhone5 or iPad3, it will cause a great influence in the world.

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