Apple is considering a plan that would cut the retail price of TV shows sold through iTunes to $0.99, half of the current price of $1.99, Variety reports. Citing three people familiar with the proposal, Variety says that Apple has informed networks and studios of its plan, explaining to them that they will end up making more money from digital downloads under the new proposal. Apple believes that with such a price cut, sales will rise dramatically, offsetting the revenue lost from the price cut. According to the report, the possibility of a price cut may have played a major role in the NBC Universal/iTunes contract dispute. Apple has to comment on the report.