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What actually ended
Apple retired the old iTunes-branded video purchasing experience on updated iPhone, iPad and Apple TV software. The Store section of the Apple TV app is now the normal place to browse, buy and rent movies and to buy TV episodes, seasons, full series or Season Passes. Apple’s current instructions are at Apple Support and in its Apple TV guide.
This was a storefront change, not the abolition of digital video purchases. The headline is accurate only if “iTunes” means the former movie and television storefront on modern Apple platforms.
Why “after 18 years” is shorthand
Apple launched iTunes in 2001. Television content arrived in the iTunes ecosystem in October 2005, and movie purchases followed in 2006. The 2023 change therefore ended an 18-year era of buying video through iTunes, rather than shutting down every iTunes function everywhere.
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Apple had already replaced iTunes on the Mac in 2019 with separate Music, TV and Podcasts apps. That earlier Mac change and the December 2023 iPhone, iPad and Apple TV transition are related but separate events. See the historical context from Official Charts and Wired.
Timeline
| Year | What changed |
|---|---|
| 2001 | iTunes launched. |
| 2005 | Television content was added to the iTunes ecosystem. |
| 2006 | Movie purchases followed. |
| 2019 | Apple replaced iTunes on Mac with separate Music, TV and Podcasts apps. |
| December 2023 | iOS 17.2 and tvOS 17.2 moved the iTunes Movies and TV storefronts into Apple TV. |
The December 12, 2023 report about the move was not a universal shutdown date. Devices that had not updated could still show the older interface at that time. The contemporary account is documented by iMore.
Where to buy video now
iPhone
- Open the Apple TV app and tap Store.
- Search for a movie or TV show.
- Tap Buy; for television, choose Buy Seasons and select a season or Season Pass.
- Authenticate with your Apple Account.
Apple’s iPhone instructions are in its iPhone User Guide.
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iPad
- Open Apple TV, open the sidebar and tap Search.
- Select the movie or show.
- Choose Buy or Buy Seasons, then authenticate.
Mac
- Open the Apple TV app and select Store in the sidebar.
- Select a movie or show and choose Buy, Buy Seasons or Rent, when offered.
- Find purchases under Library > Movies or Library > TV Shows.
Apple’s Mac guide is available at Apple Support.
Apple TV 4K or Apple TV HD
- Open Apple TV and the sidebar.
- Select Store, then a movie or TV show.
- Buy or rent a movie, or buy an episode, season, full series or Season Pass.
Purchase features vary by country, region and hardware model.
Windows PC
Apple’s newer Windows setup uses separate Apple Music, Apple TV and Apple Devices apps. The Apple TV app manages and plays movies and TV shows, including purchases made there. Apple documents the Windows apps at Apple Support and buying or renting in the Apple TV app at its Windows guide.
iTunes for Windows is still documented as a purchasing route in some installations. Its guide says users can buy movies and TV shows in iTunes, but should use Apple TV if the relevant media category is missing: iTunes User Guide. Windows users therefore should not assume that iTunes disappeared completely.
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Smart TVs, streaming devices and consoles
The Apple TV app may let a device browse and play content without supporting on-device purchases. In that case, buy on an iPhone, iPad, Mac or Windows PC, then sign in with the same Apple Account on the television or streaming device. Apple lists these limitations at Apple Support.
What happened to existing purchases?
Existing Apple purchases appear in Apple TV > Library when the device is signed in with the Apple Account used for the transaction. Apple says purchased movies and TV shows can be viewed and redownloaded, and that digital media can be permanently downloaded to compatible iPhone, iPad, Mac or Windows PC devices: Redownload purchased movies and TV shows.
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- Redownloading: download eligible purchases again on supported devices.
- Offline playback: a downloaded file can play without an internet connection, subject to Apple’s account and device requirements.
- Device limits: Apple TV 4K, smart TVs and other streaming devices generally support playback, not downloads.
Access is account-based, not equivalent to controlling a physical disc. Availability can also change with country or region, rights arrangements, device support or account problems; Apple does not promise that every title will remain downloadable everywhere forever.
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Why the Apple TV app can look as if ownership disappeared
Apple TV combines several kinds of access on one title page. A result may be an Apple purchase, a movie rental, an Apple TV subscription item, a third-party channel, another installed app or a title already in your Library. The How to Watch area is therefore important: it distinguishes buying from subscribing or opening another service. Apple describes these paths at Apple Support.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What a missing Buy button means
If Buy does not appear under How to Watch, Apple says the title is not available for purchase in that context. Common explanations include:
- the title is not sold in your country or region;
- the device or app does not support on-device transactions;
- the title is offered only through a subscription or another app;
- you are viewing a channel listing rather than Apple’s Store listing; or
- the title has been removed from sale or is temporarily unavailable.
When an old purchase is missing
- Check that you are signed in with the Apple Account originally used to buy it.
- Open Apple TV and check Library.
- Review purchase history through Apple’s account tools.
- Check for hidden purchases or a family member’s different account.
- Verify the device’s country or region settings.
- Confirm that the title was bought from Apple rather than through a third-party service.
Changing Apple Accounts does not automatically merge libraries.
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What the change means
Apple’s modern video storefront is the Apple TV app, not the old iTunes Movies or TV Shows interface. The move changed where customers buy and organize content; it did not simply delete their Apple-linked purchases. The practical limits are that access depends on the correct account, supported hardware and software, and the title’s availability in the relevant country or region.
Frequently Asked Questions
Can I still buy movies and TV shows from Apple?
Yes. Use the Store section of the Apple TV app on supported devices. Windows users may also encounter the legacy iTunes-for-Windows route.
Were my iTunes movie purchases deleted?
No. Sign in with the purchasing Apple Account and look under Apple TV’s Library. Redownload options depend on device, region and title availability.
Can I download purchases to an Apple TV or smart TV?
Apple supports downloads on compatible iPhone, iPad, Mac and Windows PC devices. Apple TV hardware, smart TVs and other streaming devices generally provide playback rather than downloads.
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The Bottom Line
Apple ended the old iTunes video storefront on modern platforms, not movie and TV purchasing itself. Buy through Apple TV, find older purchases in its Library, and treat Windows, regional availability and device download support as important exceptions.
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