iTunes Store �� doubles movie �� rental playback time ���� to 48 hours
Apple has slowly been improving the movie rental experience on iTunes this year as it focuses on revenue growth from services.
Back in March, Apple introduced a new 'rent once, watch anywhere' feature that removed a playback restriction for viewing rentals on different devices. Now, Apple has doubled the amount of time you're allowed to play a rental after you start watching.
Apple notes the change today in an update to its support document for renting movies from the iTunes Store.
As mentioned, the more flexible restriction follows Apple introducing its 'rent once, watch anywhere' feature earlier this year which lets you start playback on one device and resume playback on another device for rentals.
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