Summary:

This is an obvious move by Apple, and expected for a while…the negotiations with the major movie studios are in various stages, and Apple…

This is an obvious move by Apple, and expected for a while…the negotiations with the major movie studios are in various stages, and Apple CEO Steve Jobs, who has been personally involved in the talks, initially proposed selling all films at a flat price of $9.99 — an offer the studios flatly rejected.
Studios want variable pricing, much like music labels wanted for their downloads on iTunes but failed to make happen after opposition from Jobs. Apple gives TV and music companies a 70% wholesale rate for their downloads through iTunes, and is offering the same to film providers.
There are signs Apple may bend, the story says, and allow price points ranging from $9.99 to $19.99 in order to differentiate older titles from new releases.

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