Apple is finally removing restrictions on iTunes movie rentals. With the release of iTunes 12.6, users renting a movie from iTunes are no longer restricted to watching the whole thing on the device they initially rented it on. Could this be the beginning of Apple actually listening to its users?
When it comes to watching movies and television shows online, people now value choice above all else. The average person wants to watch what they want, when they want, and will choose their services and platforms accordingly.
If one platform puts unnecessary restrictions on its users, they will simply go elsewhere. Which may be why, after nine long years, Apple is finally loosening its grip on iTunes movie rentals. Yes, Apple has ceded control of one small aspect of iTunes.
Making iTunes More User-Friendly
Up to now, once you had started watching a movie on one device, you had to finish watching that movie on the same device. According to AppleInsider, there was a workaround enabling you to initiate a transfer or stream to Apple TV, but it was a pain in the proverbial posterior.
Now, Apple has released iTunes 12.6, and included in the update is a feature called, “Rent once, watch anywhere”. This lets you watch iTunes movie rentals on any device running iOS 10.3 or an Apple TV running tvOS 10.2. Both of which are expected to launch out of beta in the next few days.
Once you have installed iTunes 12.6 and updated your iPhone or iPad to iOS 10.3 you should be able to start watching a movie on one device, but finish watching it on another. Which is something Apple probably should have made possible from day one.
Easing the Frustrations of iTunes Users
This is a small but significant change which should ease the frustration felt by anyone who has ever rented a movie from iTunes. Restricting viewing to one device is a big no-no in this day and age, when video content is available on demand everywhere you look.
Have you ever rented a movie from iTunes? Were you forced to watch the whole thing on the one device? Do you welcome this new “Rent once, watch anywhere” feature? Are you keen to get your hands on iTunes 12.6 and iOS 10.3? Please let us know in the comments below!
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