Today's "people familiar with the discussions" prattle carried by both the Wall Street Journal and Financial Times has Apple reducing the price of some of its US television shows to 99 cents in time for the iPad launch. A quick search through the iTunes store makes it apparent that Apple has already been experimenting with the 99 cent rate (and a few freebies) on select iTunes episodes; shows that previously ran $1.99 for standard definition quality or $2.99 in HD. Of course, this could all change by the time the iPad launches since the talks are ongoing. Unfortunately, discussions between Apple and content providers to provide a monthly TV subscriptions have stalled according to sources at the Wall Street Journal, although Apple remains open to the idea.

It's worth remembering that prior to adding video support to its iPods, Steve Jobs regularly lambasted the idea of watching video on a tiny, handheld display. The iPad, with its big 9.7-inch 1,024 x 768 pixel IPS panel, is certainly better positioned for video consumption so it's no surprise to hear rumors that Apple's trying to jump start its video business by getting back to the magical 99 cent price point it so loves.