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Apple is hoping to stream individual TV show rentals for just 99 cents on the next version of its Apple TV set-top box.

The 99 cent price tag would be a significant reduction on the current $1.99 it costs to download individual TV shows from iTunes.

If Apple launches a streaming service, it would put them in direct competition with the likes of Hulu, which has just begun offering a $9.99 a month subscription streaming service.