Apple will hold a media event today (10a.m. PDT) in San Francisco, which is expected to focus primarily on the company’s line of iPod media players, as well as possible changes to its iTunes music service.

September traditionally has been Apple’s time to spotlight and refresh its line of music and media players, while CEO Steve Jobs has frequently used the event to announce other products and features.   

From a new $99 iTV set-top box to a cloud-based streaming component for iTunes, rumors abound as to what’s up Jobs’ sleeve this year. Unconfirmed reports have surfaced in recent weeks that Apple will add 99-cent movie and TV rentals to iTunes.

More specifically, Bloomberg Businessweek yesterday published a report claiming Apple will include Netflix streaming in its new Apple TV product, and The Wall Street Journal is reporting that the company will offer 99-cent movie rentals from Fox and ABC.

Whatever Apple decides to unveil, it’s a given that fans, bloggers and journalists will want to be in the know the second it’s announced. According to a press release today, Apple will make that a lot easier by live-streaming the event to Apple users.

Apple will broadcast the event using Apple’s HTTP Live Streaming technology, which also powers Netflix’s recent streaming app. Viewing requires either a Mac running Safari on Mac OS X version 10.6 Snow Leopard, an iPhone or iPod touch running iOS 3.0 or higher, or an iPad.