More details have emerged regarding Apple's announcements later this afternoon with reports mentioning plans by the company to offer a 99c TV show rental by Fox and Disney, via the iTunes store.
According to the WSJ, the new pricing would be a significant drop from the current $1.99 and $2.99 per episode that Apple is charging but would ensure that a wider crowd has access to them.
However, there's also the risk that such a venture could damage the relationship content producers have with cable and satellite TV companies which still provide the bulk of the revenue stream for Fox and co.
The report also highlights the fact that some News Corp. executives are uneasy about the plans because it clashes with their traditional television business, which is why Fox's partnership with Apple over any 99c TV rental project may well be a limited one.
It will be interesting to see how this project sits with the rumoured Apple/Netflix tie up which would bring the latter's unlimited movie subscription to the Apple TV platform.
Stay tuned to ITProPortal this afternoon for up-to-the-minute coverage of Apple’s music event, which begins at 6pm.