Is this Apple's attempt to get people using iCloud, which allows Apple users to purchase content and share it across multiple platforms?

Steve Jobs has called Apple TV a "hobby," rather than a juggernaut that could change the television watching landscape. Yet, today's new software update shows that Apple's device is more than Jobs' pet project. Today the company rolled out a new update, which allows users to stream purchased TV shows directly to their television sets, Daring Fireball's John Gruber discovered. Prior to this update, the device only gave direct access to TV shows and movies that were available to rent (not buy) on iTunes. Sure, this change means more programming available directly from your couch, but it also shows the Apple product could have more to offer the tube industry than previously thought.

Apple TV is a money-making machine. Before, users could only rent TV shows directly from their sets. If they wanted to stream purchased shows, they would have to stream from another device, or a stored file. Since Apple only convinced a few networks to get on board with the rental option, owners had few shows to choose from, explains TechCrunch's M G Siegler.

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