Apple to reinvent television on September 7th?

Apple Online Store“Apple-watchers will be filing September 7 into their diary as that’s when Apple is now expected to host a special event to introduce its new products for music and television, including a 99-cent TV show rental service,” Jonny Evans reports for Computerworld.

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“MacRumors sources claim the September 7 date,” Evans reports. “These sources also point out that the date coincides with the end of Apple’s ‘Back to School’ free iPod touch offer.”

Evan reports, “The event is now expected to see Apple introduce a TV show rental service, which seems likely to field some form of cloud-based component, based on previous reports… More affordable TV show rentals is likely Apple’s response to problems encountered by the company when it tried to agree an online TV subscription service. TV content producers were understood to reject these overtures because they felt the service would damage cable and satellite television incomes. TV episodes will reportedly be made available within 24 hours of going on air and will be free of commercials unlike most on-demand services.”

Read more in the full article here.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]


  1. If the rumors are true, then no they will not reinvent television. 99 cents to rent a show overvalues most television shows by almost a buck. I don’t think most americans would actually watch “Amercia’s got talent” and “Dancing with the stars” if the costs were anything more than 1 hour of time and a few brain cells. Apple could reinvent television if their hands weren’t tied by the content providers. Television studios are impeding progress.

  2. My solution for any problems in renaming it iTV rather than Apple TV: Don’t sell it in Great Britain. There you go, problem solved.

    All the world gets the wonderful, new device except those served by ITV tele. If this upsets the British public, tell ITV to stop being silly gits and agree to allow the name use (for a marginal fee, wink, wink, nudge, nudge).

  3. @Tom Riddle:

    They always use the excuse of “that is what people want” for bad programs where you –as SJ said– turn off your brain when you turn on your TV.
    The same is claimed by tabloids.
    But it is also claimed by Microsoft.

    Shit happens, sometimes®

  4. If one were to pay to watch one show per day = $30 or so per month! If that’s what they mean by 99 cents per show. NO WAY! There a few show I would pay for, but right now, I am cable/dish free, just using antenna and getting all the TV I want, about 8 channels all digital of course. I did have to buy the $50 digital box since my TVs don’t have digital built in…

  5. I don’t agree that the shows with the biggest audience are the best shows. Many shows with small audience are educational or specialized. If there was a new business model that allowed them to survive and to flourish, then I’m all for it!

  6. The goal at the end of this evolving road is affordable à la carte TV over the Internet, that elusive and ideal service no cable or satellite provider is willing to offer. If it works and is worth the money, it could gut the cable and satellite industries and usher in a new era of user-friendly media consumption.

    Go for it Apple!

  7. If you only watched a handful of television shows per week and live sports/news were not a big deal to you, this could replace your cable/satellite bill and probably save you quite a bit.

    I don’t think this is the case for the majority of people I know, though, and it’s not good enough for me.

    $.99 isn’t too much to ask if you scrap your other television providers. It’s way too damn much if you don’t.

  8. @Jim
    Last I checked Hulu went from all free to $10 pee month same as Netflix and you still have limited content.

    If cable companies can’t make their revenue on inflated subscription prices then how will these Internet video servers do it without stealing. Hulu is at least owned by a network consortium. I don’t care if it us HD video, crap is crap 49 cents per episode is my final offer, otherwise pound sand.

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