Nick Ehle

I am still hoping for Apple to offer an iTunes video subscription plan, but at least for now it looks like they are planning to introduce reduced pricing in 2010 for some of TV shows that they offer for sale.

This pricing strategy is partly to encourage users to buy video for the iPad. The other half of the strategy is to introduce more consumers to the iTunes store as another way to watch their favorite shows and convince them that iTunes is a viable alternative to their monthly cable bill.

It’s just a matter of time until the industry reaches a tipping point and enough people fire their cable company in favor of iTunes, Hulu, and other cable alternatives. Once this happens, content owners will be more empowered to negotiate a subscription plan with Apple.

I’m hoping that we will reach this tipping point in 12 – 18 months. My Apple TV is getting a little long in the tooth, and a subsciption plan is a great reason for Apple to update the device.