While everyone was mostly focused on Apple’s announcements of its special edition (RED) iPhones, Spring-splashed watch bands and more powerful, cheaper iPads, the company earlier this week also quietly released a new version of iTunes.
The latest update to the multimedia software –iTunes 12.6– specifically brings with it the ability for users to rent a movie once, and watch it anywhere.
Previously, iTunes movie fans may have been perplexed when renting a title via the store on either Mac, Apple TV or iPhone … only to discover later that the movie they had just rented on one device, was not available to watch on another.
While it is not clear exactly what caused this to happen, if we had to guess we would probably put money on it having a lot to do with Hollywood’s stranglehold on digital rights management – a format which can often see studios dictate when (and where) its movies can actually be watched by users.
With iOS 10.3 or tvOS 10.2, though, the days of renting a movie on your Apple TV and only being able to watch it on the big screen, (without paying again to watch it on iPhone – or vice versa) – are over.
“Rent once, watch anywhere. Now you can enjoy your iTunes movie rentals across your devices with iOS 10.3 or tvOS 10.2.” Apple says – whilst noting that the update also includes minor app and performance improvements that should making the experience of using iTunes, better.
Rent it Today
Try it out with these great movies. Now available to rent and watch anywhere! …
Get iTunes at Apple.com.