I recently tried to send a close friend one of my all-time favorite movies for his birthday through Apple TV. I remembered doing this years ago with just a few quick clicks on iTunes, so I figured it would take two minutes. Half an hour later, after endless tapping, scrolling, and frustration, I realized something was very wrong: the "Gift" button for movies on Apple TV had completely disappeared.
If you're stuck in the same boat wondering where that missing option went, you're not crazy. Apple silently updated its gifting policy, removing the ability to gift individual movies or TV shows directly on updated iPhones, iPads, Macs, PCs, and Apple TV devices. Don't worry, though, you can still give the gift of a great movie night! Here is what actually happened, what I learned from testing the workarounds, and the best alternatives available today.
Why Did the "Gift This Movie" Button on Apple TV Vanish?
Older tutorials often instruct users to open the iTunes store, locate a film, and click a "Gift This" button next to the purchase price. When I tried following those exact steps on my iPhone, the "Gift" option simply wasn't there anymore. I even booted up a PC to check if legacy iTunes would let me do it: No dice. Apple discontinued direct movie and TV show gifting across modern OS versions.
Instead of letting us send a specific digital film, Apple now expects us to use either Apple Gift Cards or Family Sharing.
Alternative 1. Send a Apple Gift Card to Redeem iTunes/Apple TV Movies
Since direct title-by-title gifting is restricted on current software versions, sending a digital Apple Gift Card remains the most reliable workaround. This approach gives recipients the exact funds they need to rent or buy whatever film they want.
My Pro-Tip Before You Buy
In my own testing, I noticed a subtle trick that saves a lot of potential awkwardness: check the movie price first! Before buying the gift card, I searched for the target movie in the Apple TV app to verify its current purchase price (plus estimated tax). That way, I could select a gift card amount that fully covered the film, rather than leaving my friend a dollar short.
How to Buy and Send an Apple Gift Card
- Apple Gift Cards are strictly region-locked. If you live in the US and your friend is in the UK, a US gift card won't work on their account. Always ensure you purchase a card matching their local Apple Storefront.
- Visit Apple's official gift card website or an authorized retailer to find and buy an available Apple Gift Card.
- Choose the option to send a gift card via email, input your recipient's email address, and select a design theme.
- Designate an amount that covers the movie's purchase price alongside applicable local taxes.
- Add a personalized message specifying your intent, such as putting funds toward a specific new release, and complete the transaction. You can also schedule it to arrive right on their birthday.
How Recipients Redeem iTunes Movies on Apple TV
- Open the App Store app on their iPhone or iPad and tap their profile icon at the top.
- Select Redeem Code and type in the code. The balance goes straight onto their Apple Account, ready to be used in the Apple TV app.
- Navigate to the Store or search for a particular title. Open the movie's details page and check whether a purchase option is available.
- Select the purchase option and follow the on-screen instructions.
Alternative 2. Use Apple Family Sharing For Shared Movie Libraries
For film lovers living under the same roof, purchasing individual digital copies is frequently unnecessary. By setting up Apple Family Sharing, up to five family members can access eligible movies, TV shows, and subscriptions you've already purchased.
Step 1. Navigate to your device settings, select your name, and choose the Family Sharing menu.
Step 2. Confirm that purchase sharing is active so that eligible media bought by any household member becomes accessible to others.
Step 3. Open the Apple TV app on the recipient's device, visit the library tab, and download the desired shared film at no additional cost.
Note:
This doesn't actually transferred ownership of the movie to their personal account. It just gives them permission to stream or download it from your shared library. Also, keep in mind that not every single movie studio enables purchase sharing for every title.
What About Device Compatibility & Playing iTunes Files Anywhere?
When gifting movies digitally, another question usually pops up: "Can my friend actually watch this movie on non-Apple devices like their Android phone, Windows laptop, or smart TV?"
Standard movie purchases made through Apple TV are protected by DRM (Digital Rights Management). This means the video file is designed to stay tightly integrated within Apple's ecosystem or supported Apple TV apps on select devices.
During my testing with legacy media files, I occasionally ran into situations where older M4V video files wouldn't play smoothly on non-Apple devices. If you personally deal with legacy, unprotected M4V library files and need to organize or convert them into widely compatible MP4 formats for standard home media players, specialized software like DRmare M4V Converter can be an optional tool to consider.
If you have this software on your computer, you can also directly use it to convert iTunes movies and TV shows to MP4 or other common video files and send them to your friends for offline playback.
Note:
Keep in mind that third-party video tools are intended for managing personal media playback, and they aren't required if your main goal is simply sending a digital gift card to a friend.
FAQs About Gifting iTunes/Apple TV Movies
Can I use my existing Apple Account balance to buy a gift card for someone else
Unfortunately, no. Apple requires you to use a direct credit/debit card or supported payment method when purchasing gifts or gift cards. You cannot use your leftover Apple Account balance.
What if the person already owns the movie I wanted to give them?
That's the silent beauty of the gift card approach! If you send them an Apple Gift Card instead of a locked-in movie, they can simply use that balance toward another film on their watchlist, an app, or an Apple service subscription.
Final Thoughts
While it's disappointing that Apple removed the direct "Gift This Movie" option, sending an Apple Gift Card with a personalized note gives your recipient the exact same experience with even more flexibility. Just remember to double-check their country storefront before buying, and you'll be all set for a hassle-free gift!
Home
User Comments
Leave a Comment