Aside from launch of the new Apple TV 4K, which is in the hands of customers today, according to a support document that was updated today, Apple has quietly updated its iTunes rental policy, the docs suggested 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.


The new 48-hour policy will be a welcome change for the iTunes user in the US, which brings the US viewing window in line with the rest of the world where users have always had 48 hours to finish watching a rental after pressing play to start streaming.

“You have 30 days to start watching a movie after you rent it,” reads the support document. “After you start watching the movie, you have 48 hours to finish it.”

As always, rented movies can be watched on multiple devices but limited to download 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 also notes that the 48-hour limit still applies to movies viewed offline.


Since Apple introduced 4K Apple TV on its September 12 Press Event, Apple has made many 4K movies available to rent or purchase at the same price as High Definition (HD) content. as we mentioned recently, 4K content can't be downloaded, however, and is only limited to streaming.

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