The rental service, available since October, has been dropped due to customers' lack of interest.

Less than a year since its launch, Apple has quietly taken down the TV rental service from the iTunes store. The service, which offered TV shows at 99-cents per episode, featured programs from Fox and ABC. Fox said in a statement:

After carefully considering the results of the rental trial, it became clear that content ownership is a more attractive long-term value proposition both for iTunes customers and for our business. To further enhance the value of ownership, we are working with Apple to make content available within their new cloud-based service.

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