Apple Inc. may be revamping Apple TVApple (AAPL) reportedly is going for a two-pronged approach to attack the potentially lucrative TV business. First, Appl is holding talks with the networks about offering two-day TV show rentals. The company is also retooling its current set-top box to slim it down to an affordable $99 for the device, which would stream content, according to a Bloomberg report.

For Apple, such a move would transform its Apple TV "hobby" into a potentially viable revenue stream that would leverage its iTunes service. Under its discussions with News Corp. (NWS), NBC Universal, CBS (CBS) and the Walt Disney Co. (DIS), Apple may offer a 48-hour online rental service for 99 cents per show, according to Bloomberg.

Apple currently sells music and TV shows from its iTunes service, while movies can be rented or purchased. Although Apple reportedly may charge 99 cents per TV show to rent, that's less than the $2.99 price to buy an episode. Apparently, Apple anticipates sales volume will increase more than threefold by lowering the price.

The computer maker will be holding a press conference on Sept. 1 in San Francisco, with speculation running high that it will unveil its revamped TV device and possibly a spiffier iPod, according to an Engadget report.

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If you look at Apple's pricing for each episode, its 99 cents an episode. An average television season is 24 episodes long. So, to rent an entire season, it would cost you $24. Most television shows retail for PURCHASE for 30-40 dollars, and you own it, and can watch it as often as you like. You also do not have to worry about not having time to watch it. Apple has always priced things higher than everyone else, and only allows their content to work on their devices. Apple needs to open up and be more universal, just like everyone else. Exclusivity is old technology.

August 26 2010 at 7:48 PM Report abuse rate up rate down Reply

There isn't ANYTHING on TV worth paying for. Hollyweird keeps churning out nothing but garbage. I'm glad I don't have any kids. What the networks are showing on TV is shameful. Kids growing up too fast these days to have their minds and vocabularies corrupted with the crap that's currently on TV. Fox News is about the only program on TV that does not offend or insult your intelligence. Too much bad news is depressing, and I abandoned radio two years ago. Hey John-Boy is there any room on Walton's Mountain???? - gregg in Sarasota, FL

August 26 2010 at 10:54 AM Report abuse +1 rate up rate down Reply

TV show rentals? Isn't this available through satellite and cable as on demand?

August 26 2010 at 10:41 AM Report abuse +1 rate up rate down Reply