With a new version of software for the Apple TV, users can buy television shows and stream them from the cloud, according to media reports.

The new Apple version also lets users view high-definition videos from Vimeo.

Because the shows are purchased rather than rented, TechCrunch concludes that the “television show rental model was a failure.” Only limited shows are available for rent via Apple, now. In addition, just limited television networks were even offering rentals, CNET adds.

“This is a big departure. Previously, you could only rent TV shows on the device,” TechCrunch points out.

In addition, because purchased TV programs are stored in the cloud, they are available across diverse Apple devices, according to Consumer Reports.

So users can download TV shows, purchased via an Apple TV, onto Apple iOS devices, such as an iPad, iPhone or Mac computer, Consumer Reports adds.

The new software version can be used on a second-generation Apple TV.

Apple is expected to launch the new iCloud service this fall, Consumer Reports said. In addition, with iCloud, content is streamed from Apple’s servers to an Apple TV, TechCrunch said, which allows for the cloud to give an unlimited amount of storage.

In another story on the sector, TechZone360 reports that Roku, a manufacturer of portable streaming video players, has unveiled a new line of players called “Roku 2.”

Roku 2 is designed to compete with the Apple TV player, according to TechZone360.

But the Roku is “smaller, lighter, and more energy-efficient than the second-generation Apple TV,” TechZone360 said. The new Roku 2 is considerably smaller than the Apple TV, too. It measures 9.8 cubic inches compared to Apple TV’s 13.7 cubic inches. The Roku weighs 3 ounces compared to Apple TV’s 9.6 ounces.

Roku 2 can also be used as a gaming platform, TechZone360 adds.