Apple TV Adds 99¢ Rentals Price covers streaming shows, not downloads By Kevin Spak, Newser Staff Posted Jul 9, 2010 1:05 PM CDT 5 comments Comments A customer uses the just released Apple TV on display at the Apple store in Palo Alto, Calif., Monday, March 26, 2007. (AP Photo/Paul Sakuma) (Newser) – Apple is trying to hammer out deals with TV programmers to allow it to rent individual programs for 99¢ rather than the $1.99 it currently charges to permanently download a program in standard definition, sources tell NewTeeVee. Users will have 30 days to watch each rental, and unlike the current iTunes offering, the content will stream, so they can watch it immediately. The move could boost viewership for Apple's redheaded stepchild, or it could be too little too late. Hulu already streams lots of shows free, and Hulu Plus, which gives access to full seasons of many shows, costs only $9.99. But AppleTV should have access to a lot of cable content that Hulu doesn't, such as Mad Men and True Blood.