Apple would like to reduce the cost of TV episodes on sale on iTunes from $ 1.99 to $ 0.99. To report the indiscretion, the usually well-informed, when it comes to shows, Variety cites sources very close to the TV studios consulted by Cupertino to implement the price reduction.
The argument used by Apple would be that of increasing profits. Basically, according to the top of the Apple, lowering the price would attract more customers and therefore more revenues could be generated and therefore a higher profit.
The thesis does not seem to have convinced the production companies that they would have rejected the sender. Too much the difference there would be between a DVD that contains all 22 episodes of a series and that sold for $ 40 compared to a collection of TV shows downloaded from the Internet for just $ 22. But, and this is new, the closure would not have been total.
Those who produce the content, in fact, while not accepting the idea of reducing the cost in a generalized way of the individual episodes, would intend to enter into negotiations by offering Cupertino the possibility to sell some titles of previous seasons at $ 99 asking to increase the price of the TV series most successful, such as Lost, for $ 2.99. The cost of $ 1.99 would remain fixed for recently released shows that are not 'mega-hit'. This would lead to the policy of variable prices depending on the popularity and demand of the show which in the current state of affairs seems to be the major point of friction between Apple and the production companies.
For now, Apple has accepted only the possibility for TV networks to sell blocks of episodes at a discounted price at the end of the season, as if they were facing a sale. For their part, some TVs, such as MTV, remain at the window convinced that a drop in price would still give greater visibility to their shows on iTunes. A situation that suggests that we are faced with a certain fluidity that could lead the negotiations in a different direction from that which up to a few days could be considered as the most obvious.