Last year Apple introduced TV show rentals to iTunes and their Apple TV, and now it looks like the service has been canceled according to a recent report by All Things D.

The service would let you rent an episode of a TV show for $0.99, now you can only buy individual episodes or purchase a season pass which will let you watch the whole season of the TV show.

It looks like the service hasn’t been popular amongst iTunes users and Apple TV users and this is the reason that it has been canceled, Apple released the following statement.

"iTunes customers have shown they overwhelmingly prefer buying TV shows,” Apple spokesman Tom Neumayr said. "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.”

It would appear that the TV studios are no longer interested in offering the service as well as rentals of TV shows have been much lower than actual purchases.

Source All Things D