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this is also a recommendation engine, but instead for music it deals with applications.

If Apple cut the price of each TV episode in half — to 99 cents, from $1.99 — would sales on iTunes increase enough to offset the price drop?

Separately, Apple has proposed to some networks that the store sell a subscription package of popular TV shows. At a price some reports have set at $30 a month, the subscription service would be a direct threat to entrenched cable and satellite providers.

Pricing is coming up now in part because Apple is keen — some TV executives privately say desperate — to line up content for the iPad, the tablet computer to be available in March.