Apple pushes out a new software update today for the second generation AppleTV boxes, adding a major new feature. For the first time, we can buy TV episodes directly from the AppleTV, not just rent them. Additionally, we can now directly stream television shows initially purchased with an iTunes account. (Previously, users had to leave a copy of iTunes running on a Mac or Windows PC on their local network for the AppleTV to access and stream content from.) Apple also brings Vimeo support to the AppleTV in this update.
I’m happy to see Apple continuing to improve on the device they insist is still just a hobby, because at its $99 price, I think it’s practically an impulse buy for anyone already using iTunes or even Netflix streaming. Now, if Apple extends the new cloud streaming functionality to purchased movies as well as TV episodes, I think they may please a lot of people.
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