Apple TV Gets a Little iCloud Love

Apple added a bit more polish to its Apple TV “hobby” Monday, issuing a software update for the device that adds some noteworthy new functionality. Specifically, the 4.3 version of iOS for Apple TV now allows owners to purchase TV shows directly from the iTunes Store and stream the shows they already own. Also included: Support for Vimeo.

An interesting departure from the rental-only model Apple had been previously pursuing with Apple TV and a sign of the company’s new direction with iCloud. As Daring Fireball’s John Gruber points out, “Apple just rolled out a cloud-based storage locker for TV shows.”