There seems to be quite a bit brewing over at Apple in the TV stakes just now.

First of all we have got wind of a rumour that movie rentals are set to land on iTunes. The leak comes via a screenshot apparently taken by an Apple engineer currently working on the service. Making a move on the on-demand rental market could be the smart move on Apple’s part considering how fragmented the market is currently.

With Blockbuster acquiring Movielink for peanuts and FilmOn becoming increasingly saturated with low budget straight to DVD movies and porn, the time is ripe for an experienced company to assert itself as an authority in the on-demand rental market.

In other Apple news, it has come to light that Apple has been pushing the owners of much of the content that appears on its iTunes service to allow the TV show price to be dropped to 99 cents per show.

This would certainly present better value for money for customers considering much of the shows are less than an hour long. Getting all the networks to agree is going to be the tricky part.

More on this as soon as we get it.

[Via MPAA press release (pdf)]

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