Apple struggling to lock down iPad content deals

With Apple poised to release its anticipated iPad tablet device on Apr. 3, the computing giant is reportedly scrambling to line up media partners to supply television programming, digital news and related content optimized for the new unit. Citing sources familiar with the matter, The Wall Street Journal reports that media firms approached by Apple are still weighing the benefits of working with the computing giant against the threat the iPad poses to their traditional revenue streams--sources indicate Apple is still negotiating with potential broadcast content partners to secure a price cut on TV shows users available for iPad download, while the company has temporarily shelved efforts to work with newspaper, magazine and textbook publishers to create new print formats optimized for the tablet UI. An Apple spokesperson declined comment.

When Apple first confirmed the iPad's release in January, CEO Steve Jobs promised a "magical and revolutionary" experience encompassing games, web surfing, ebooks, video and print media--however, plans to offer TV subscriptions were mothballed due to limited interest from media partners, and sources say Apple is now negotiating to drop prices of television shows available in its iTunes digital storefront from $1.99 and $2.99 to 99 cents. Publishers and broadcast execs also express concerns over Apple's decision to withhold iPad support for Adobe Systems' Flash multimedia platform--in a blog entry following the snub, Adobe marketing group manager Adrian Ludwig argued that "without Flash support, iPad users will not be able to access the full range of web content, including over 70 percent of games and 75 percent of video on the web."

The Wall Street Journal adds that Apple does remain on track to fully stock its new iBookstore, debuting in conjunction with the iPad. Deals are reportedly in place with major and independent publishers including Hachette Book Group, HarperCollins Publishers, Macmillan Publishers, Penguin Group and Simon & Schuster, and it's expected iBookstore will offer a product inventory comparable to rival ebook efforts from booksellers Amazon.com and Barnes & Noble.

For more on Apple's iPad content woes:
- read this Wall Street Journal article