Apple Inc.'s recent push to let people rent TV shows for 99 cents won't amount to a game changer for how people watch TV.
The idea to offer episodes of hit shows for rental a day after their broadcast may be great for people with busy lifestyles, and it could help Apple sell more iPhones and iPads.
But only a few of the major media companies support the plan. Some people familiar with Apple's proposal point out that the companies already make money from TV shows in a number of ways, and compared with those, the planned price of 99 cents is seen as a big cut.
Media companies already sell episodes on iTunes, but currently for $1.99 or $2.99, and sometimes more than a day after the broadcast.