iOS 4.3.3 firmware update for Apple TV went live a few minutes ago, and it quietly delivers some very cool features, according to 9to5mac.
The update adds support for the video hosting service Vimeo, which is cool, but here is the big wow: you can now buy TV shows through Apple TV, instead of just renting them.
This ties in with a new update to the iTunes that allows you to re-download purchased television shows to your computer through the Store section of the desktop app, and to re-download previously purchased shows directly to your iPhone, iPad, and iPod touch through the iTunes device app.
Since the Apple TV has little to no built-in storage, when you purchase a TV show through the set-top box, it is now presumably streaming to you from a cloud-based storage locker. And the purchased content will then be able to automatically download to your iDevice when you call for it, or automatically if you've enable automatic downloads.
It looks like iCloud is startin' to happen, yo.
(Image courtesy of 9to5mac)
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