Apple pushes for lower TV prices

Apple is pressing US television networks to reduce their prices for TV shows offered on its iTunes digital store in order to cut the charge to consumers and to help spur demand.

The push is seen as an integral part of the iPhone maker's long-term strategy for the tablet computer, which it is expected to unveil on Wednesday. However, networks are resisting the move as they fear a repeat of the music industry's pact with Apple in 2003 to sell individual songs for 99 cents on iTunes. The price helped to simplify and boost downloads of digital music but dented album sales. In recent months, Apple has suggested during meetings with media executives that the price it charges consumers for TV shows be halved from $1.99 to $1, people close to the discussions said. Apple's belief, media executives said, is that drastically cutting prices could spur sales of TV shows on the iTunes digital entertainment storefront, which have so far frustrated Apple executives.