The movie playback period for iTunes rentals is doubling, Apple has announced. Consumers can now view their rented movies for a period of 48 hours, up from the prior 24-hour limit. The clock starts ticking once you first hit play on a title. This increase makes it easier to start a movie one day and finish it the following day.
Apple's decision to increase the playback period follows another improvement to iTunes movie rentals in March. At that time, it introduced a feature that removed restrictions on viewing rentals on different devices, enabling users to rent a movie once and play it anywhere.
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