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The dispute over Apple's digital media and major U.S. computer electronics internet shopping giant Amazon.com, the U.S., in addition to e-books and music, has emerged as a new battle TV show.

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Apple's Steve Jobs, CEO (left) VS Amazon CEO Jeff Bezos
Apple a day, some television per bottle $ 0.99 (83 yen) announced that it will deliver the rental (see story). A few hours later, it's time for the Amazon, the company's video on demand (VOD) television sales prices are distributed in similar sites, one from 2.99 per dollar to 0.99 dollar cut announced. Moreover, the rental program for Apple, Amazon is selling without a watch period.

"Must be equivalent to other competitors, is to provide cost or even below it our way. The market is constantly changing quickly that," the head of Amazon's music video, said Bill Carr said in an interview Thursday.

Prices for the Amazon, Apple and refrain from comment.

Leading IT (information technology) companies price competition will be available via the Internet to watch videos to watch whenever the user might at once excite consumer interest paid on demand.

But on the other hand, for Amazon and Apple, the media giant to influence the assortment of content delivery on-demand television, could potentially destroyers from the market. Some media executives, the lower prices of services are concerned that businesses may be forced to decline any existing television.

Amazon and Apple both for several years, buying or renting one video per user over the Internet, which provides a service that allows mobile devices to watch television and games.

But they struggle with cable and satellite television, DVD and other U.S. Internet search giant Google and U.S. Internet companies with IT rental giant Netflix, has too much to part of the wider competition no.

Against this backdrop, the day Apple "Apple TV (Apple TV)" 99 dollars and sell the latest models, and Walt Disney-owned television stations affiliated with Fox News Corp U.S. ABC, ABC Family, Disney Channel announced that part of the rental distribution of television programs, competition is heating up further.

Apple and Amazon, and other IT companies, TV stations are required for the permission to use licensed content can vary in each company.

Some media such as Time Warner is already in keeping with cable or satellite television, which offers some programs via the Internet only for subscribers. Meanwhile, General Electric Co. (GE) owned NBC Universal and is delivered via the Internet for free with some ads on television held in large quantities.

But that position even those already changing. Reduce the number of content delivery and free, some companies have been working to deliver its premium content.

Apple is already facing such a capable division. News Corp. and Disney television shows 0.99 has been agreed to deliver experimental dollars, and other mainstream media has refused.

Some executives, such rental delivery for media companies, could be a step to encourage the departure of the independent business model cable subscription fees and advertising revenues of the two pillars of the current , he said (Wall Street Journal's parent company, News Corp.).

According to some media executives, the price competition, at least some media is currently 1.99 per bottle over the state and Apple will be forced to give up the delivery of existing programs are sold in dollars.

In addition, another media company executives, leading IT companies and two companies dispute may produce new business, "while I will gladly wait and see," he said. The executives, media companies are afraid, as the music industry, as it's overwhelming hegemony of Apple's content distribution and only one company. Therefore, I welcome that participation in the Amazon.

"IPod (iPod)" or "iPhone (iPhone)", "iPod touch (iPod touch)" contemplate the sales of Apple's multimedia-capable mobile devices in multiple media, such as a single, affordable video content to ensure the price is essential.

Apple is now high-definition television is $ 2.99 per bottle, the film has been sold at 4.99 dollars, like programs, video streaming site "Hulu (full)" and paid services of Netflix There can watch for free as part of, the more difficult for the user.

Amazon, the company aims to continue to offer lower prices than any new customer acquisition and always has been an aggressive price strategy for deploying a variety of products. The company currently offers movies and TV shows 75,000, including PC video and TV they are, they can watch a variety of terminal equipment.

Carr said the Amazon, the price, how about you go over the popular online video distribution service, but decline to comment and for the ideal price of the video is "still do not know," he said.