At least until Spotify lets me stream music in Germany again, I love iTunes as much as anybody, but as much music as I’ve slurped from its fiber-optical teat over the years, I still wouldn’t be caught dead buying television shows from Apple.
It’s just consumerism at work: most television shows on Apple cost $1.99 per episode, but if I wait for a DVD box set of a show, I’ll pay half that. More over, I can stream a lot of television shows for free over sites like Hulu. Apple’s prices simply aren’t competitive.
Apple seems to agree. According to The Financial Times, it is being reported that Apple is strongly pushing networks and media executives to halve the price of television shows from $1.99 to $1.
The timing of this report suggests a Tablet connection to me. The Tablet is likely to be a very media-oriented device, and there has been some theorizing that it may actually finally deliver on the promises of the Apple TV, but in a portable form factor. For that to work, though, Apple needs their video content to be a lot more appetizing… especially since the Tablet will presumably only support MP4 video files, like the iPhone or iPod. Cheaper video content and season subscriptions to shows would go a long way towards shoring up the iTunes Video Store’s current weaknesses.
