Apple Said to Be Targeting $40 a Month for TV Streaming Service ➝

I wonder if this is akin to the pricing rumors that appeared during the lead up to the iPad announcement. Maybe Apple is leaking false information to set the stage for positive reactions when they announce pricing at or near $19.99 a month. WIthout rumors like this the press would only have Netflix, Hulu, and other competitors’ pricing to compare to which might result in Apple’s service being bashed for costing $10-15 more than others.