Finally. Apple TV has pushed a software update that allows viewers to buy and watch TV shows straight from iTunes. Not only that, but Apple TV will let you watch shows purchased from other devices, too.
Until now, you could only rent TV shows, thanks to the Apple TV’s memory limitations. But the new iCloud infrastructure allowed Apple to get around the memory issue. Also in the new update: you can watch any Vimeo clip via Apple TV.
Does this mean Apple TV is no longer a “hobby,” as Steve Jobs has called it? Perhaps, although a bigger move would be bringing a TV version of the app store to Apple TV (rumored forever), building Apple TV’s into actual TV sets (rumored for months) and/or creating custom subscription viewing packages around TV content (probably hardest of all.) Stay tuned…