LOS ANGELES (TheWrap.com) – "Modern Family" fans will no longer have the option to rent or buy -- at least when it comes to iTunes.
On Friday, Apple dropped the TV rental service from its popular online store.
The company unveiled the 99-cent service last October for a six-month trial, using only ABC and Fox programing. The trial period lasted a bit longer than expected, an individual with knowledge of the deal told TheWrap.
"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," Fox said in a statement. "To further enhance the value of ownership, we are working with Apple to make content available within their new cloud-based service."
Movies will continue to be available for rent as well as purchase.
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