By renting and selling TV episodes via iTunes, Apple presented an a la carte alternative to subscription TV. Now it’s funneling viewers toward the more expensive option by eliminating the 99-cent rental option and only selling episodes, mostly in the $2-$3 range.

AppleInsider reports Apple removed the rental option quietly last week, also eliminating support pages for the rental service, which allowed viewers to start watching episodes within 30 days of purchase and gave them 48 hours after starting to finish watching.

In a statement to All Things Digital, Apple says customers “overwhelmingly prefer buying TV shows.”

Apple continues to rent movies.

Apple abandons 99-cent TV show rentals for Apple TV [AppleInsider]

Apple Pulls the Plug on TV Rentals [All Things Digital]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.