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iTunes Store doubles movie rental playback time to 48 hours

<div class="feat-image">(https://9to5mac.files.wordpress.com/2017/03/itunes-rentals.jpg?quality=82&strip=all&w=1600)</div><p>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.</p>
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