Since Apple has been negotiating with Disney for a 99 cent 'rental' price point for TV shows, other analysts are guessing that Apple may also reveal this new pricing strategy for watching individual TV episodes. Right now TV episodes are purchasable, for $1.99 in standard definition or $2.99 for high definition episodes. Creating a 99 cent rentable episode breaks a customer price barrier, and could lead to more traffic.
It is a compelling vision, if it is announced on September. Consumers using Apple devices with good connectivity would have the option of not needing to shuffle media around from device to device. They would plug in to Apple's cloud.
That combined with cheaper rentable episodes, or a music subscription service, could add to Apple's appeal as easy to integrate with and easy to use for customers and drive more business to the Apple ecosystem. It's hardly a revolution, or a new device. And as Apple has admitted that iTunes is run dead even, more to drive device sales, it won't make them more money. But it will cement their hold (quite literally, as they'll have customer's music on their hard drives) on their existing customer base and strengthen the Apple ecosystem.
From the shareholder's perspective, both good things. We can expect push back from digital rights activists and core tech-savvy journalists who don't like the idea of the option of giving up their hold on their own media. Since Apple is usually a bit more high profile, bank on these same voices glossing over the fact that Amazon.com, Inc. (AMZN) already follows this strategy for video, and that streaming music services are popular and in use by many plugged in consumers.