updated 10:15 am EST, Wed December 1, 2010
Report claims option coming soon
NBC may be ready to allow 99-cent TV show rentals on iTunes, a report suggests. 9to5Mac is basing the claim on a screenshot unearthed in iTunes, depicting 99-cent rentals as an option for season five of The Office. The image could simply be a mockup, suggesting that Apple was or still is expecting NBC to come on board for rentals. At present, only shows from ABC and Fox stations can be rented.
Most TV networks have opted not to participate in iTunes rentals, typically citing 99 cents as too low a price. Apple has been trying to use the option to draw people to the overhauled Apple TV, even though the set-top also supports the choice of streaming shows via a Netflix subscription. NBC could conceivably be forced to make a deal with Apple if it goes ahead with a proposed merger with Comcast.