With the rumors and speculations that Apple has a major Apple TV update in progress and moving over to streaming as opposed to copying onto hard drive, it is being speculated that the update will include streaming TV episode rentals for 99 Cents.

As some of us know, Apple has plans to stream iTunes media, and of course this is just a rumor too, but this rumor has been around since early 2009. Apple obtained streaming music service Lala in 2009, fueling the rumors even more. There is a lot of Speculation latley that Apple are planning to make TV viewing via iTunes more cost efective and the electronics giant is more than likely to offer a subscription service in order to do so. But now reports are emerging that networks are unwilling to go ahead with Apple’s idea.

It is said that Apple are planning to sign deals with the content providers to allow it to offer 99 Cent rentals of TV episodes. The rentals would work similar to current movie rentals. In the current movie rentals the users have 30 days to start watching, and they get one day to finish once started.

It is still not known how the TV content on the iTunes platform will fare in future. According to reports, the second quarter of this year has proved good for Apple as it has earned $1.1 billion in net sales for the iTunes store. It still remains to be seen how much the content producers would show to this plan.

Whether the low price episodes come to fruition or not, Apple are definately taking internet tv much more seriously these days.

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