Apple Extends iTunes Movie Rental Window to 48 Hours in United States

Discussion in ' News Discussion' started by MacRumors, Sep 22, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Alongside the launch of the new Apple TV 4K, which is in the hands of customers today, Apple has quietly updated its iTunes rental policy to extend the amount of time rentals can be watched.

    In a support document that was updated today, Apple says customers have 30 days to start watching a movie after it's been rented. Once a movie is started, there's an additional 48 hours to finish the movie and/or rewatch it.


    Apple's new 48 hour rental policy will be a welcome change for customers who often rent content from iTunes. Prior to today, customers only had 24 hours after starting a movie to finish it in the U.S., but the 48 hour limit has long been available in other countries.

    Rented movies can be watched across multiple devices and downloaded on a single device, so customers can rent a movie, download it, and then watch it over the course of the next 48 hours. Apple says that even with downloaded movies watched offline, the 48 hour timer remains.

    With the introduction of the 4K Apple TV, Apple has made many 4K movies available to rent or purchase at the same price as High Definition content. 4K content can't be downloaded, however, and is only available for streaming.

    Article Link: Apple Extends iTunes Movie Rental Window to 48 Hours in United States
  2. Chaginxin macrumors newbie

    Dec 31, 2015
    This is great. My wife falls asleep half way through any movie we try to watch. I stopped renting years ago because I always ended up renting it twice. Maybe I can rethink my approach now
  3. reallynotnick macrumors 6502a

    Oct 21, 2005
    Nice, I always thought 24 hours was just too short, even 36 hours would have been a huge improvement as it allows you to watch the movie during the time you like to watch movies except in two sittings.
  4. Return Zero macrumors 6502a

    Return Zero

    Oct 2, 2013
    This is a welcome change, but until the 4K download restriction is resolved (OR they become much more transparent about that policy), I'm still mad at them :mad:
  5. Larry-Bloom macrumors member

    Jan 29, 2009
    I know this has to do with contracts with the movie companies, but about time!!!!;)
  6. akadafni macrumors regular

    Nov 8, 2015
    YES! I needed this
  7. zhenya macrumors 603


    Jan 6, 2005
    Hallelujah! Now we can actually spread a kids movie across two nights!
  8. CausticSoda macrumors 6502


    Feb 14, 2014
    Abu Dhabi
    That's good news. It takes me back to the days of rushing back to Blockbuster Video with their next day returns policy for recent releases - and they actually needed the cassettes in store physically to make money on them.
  9. nwcs macrumors 68000


    Sep 21, 2009
    I always wondered why 24 hours started. Probably due to content negotiations. I figure it should have been the same basic rule as the old video rental places. 48 hours is certainly nice but I think 72 hours would be ideal. That would cover a weekend scenario nicely.
  10. macTW Suspended

    Oct 17, 2016
    Apple is really forcing themselves into the streaming picture. Besides prices, they’re the best.
  11. Cougarcat macrumors 604

    Sep 19, 2003
    Anyone know when Apple let you move rentals across devices? That isn’t new too, is it? I distinctly remember buying a rental for a trip on my Mac only to discover it wouldn’t transfer to my iPhone (Apple was very generous with the credit, though).
  12. M.PaulCezanne macrumors 6502a


    Mar 5, 2014
  13. democracyrules macrumors 6502a

    Nov 18, 2016
    Thanks and kudos to Apple!!
  14. cyberlocke macrumors regular


    Mar 23, 2009
    YES!!!!!! With small kids, my wife and I could never start a movie for us early enough to not be up ridiculously late. See ya, Redbox!
  15. gri macrumors 6502a


    Jul 17, 2004
    New York City, aka Big Apple
    Finally!! Too often started a movie, got really tired and was busy the next evening so I couldn't finish it. Or kids had to go to bed but we knew we couldn't get to it within 24h.
    That was a long overdue move from Apple
  16. kevine macrumors newbie

    Mar 17, 2002
    Palo Alto, CA
    They did this a few months ago. Just make sure everything is up-to-date. I do this all the time because I prefer to browse and select on my Mac, and then watch on an Apple TV or if traveling, an iPad.
  17. mdelvecchio macrumors 68040


    Sep 3, 2010
  18. BornAgainMac macrumors 603


    Feb 4, 2004
    Florida Resident
    I would like the option to allow 4K video downloads and bring that rental back to 24 hours.
  19. LordQ Suspended


    Sep 22, 2012
    How long until "Apple Video" comes to kill Netflix, HBO, etc?
  20. redscull macrumors 6502a


    Jul 1, 2010
    Being able to split a movie viewing into two sittings is actually useful and welcome. 4K is a useless gimmick. If we’re going to make trades based on movie quality, I’d settle for streamed 1080P that actually looked as good as BluRay. Because it’s not even close currently. And 4K nonsense doesn’t solve this problem.
  21. brock2621, Sep 22, 2017
    Last edited: Sep 22, 2017

    brock2621 macrumors 6502a


    Jun 8, 2007
    Good on you Apple. Looks like Eddy Cue stepped his negotiating game up this year. Automatic free 4k upgrades, same price for 4k and double rent durations.
  22. jdillings macrumors 68000

    Jun 21, 2015
  23. nburwell macrumors 601


    May 6, 2008
    Kudos, Apple. I rarely go back and re-watch a movie I rented. But there have been times where I have fallen asleep and re-watched the next day. Knowing that I have an additional 24 hours to watch the movie rental is definitely a plus.

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