Meant for revamped Apple TV box, but could be good for iPhone and iPad too.
Apple is looking to cut deals to allow iTunes users to rent TV shows for 99 cents an episode, according to Bloomberg.
It suggests that Apple is in advanced talks with News Corporation over the plan, while also courting Disney, CBS and NBC in the US.
The scheme could be announced as early as 7 September - the date fingered for Apple's next press launch - and would see shows made available for iTunes rental the day after they air on broadcast TV.
The new service is flagged as the centrepiece for a new version of the Apple TV set-top box, which Bloomberg also expects to be unveiled at the event, with a $99 price tag.
However, if it happens, these 99-cent rentals would likely also be made available to iPhone, iPod touch and iPad users.
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