The April 3 release date for the iPad is fast approaching, and a new report finds that Apple is starting to temper their own expectations for the device as they struggle to get content deals inked.

MacRumors has the details on the new report from The Wall Street Journal, which finds Apple backing off of their previous high expectations as they rush to finalize deals with content providers for the April 3rd launch of the iPad. The report finds that Apple is setting aside television content and iPad-specific content such as newspaper, magazine and textbook deals to focus on what they can lock by the deadline.

“Yet the company is still negotiating with media companies for a price cut on TV shows that people can download onto the device, said people familiar with the matter,” the report reads. “Apple also hoped to work closely with newspaper, magazines and textbook publishers on new ways to digitally present print content on the iPad, but has for now put the effort on backburner in favor of focusing on other content, said one of those people.”

As previously reported here and elsewhere, many potential content partners have been reluctant to sign up under Apple’s terms -- as much as they want to bring their content to new devices such as the iPad, they’re wary about risking future revenue streams under Cupertino’s terms.

MacRumors notes that e-books have likely received most of Apple’s immediate attention, since the iBooks app will debut alongside the iPad -- or rather, be available to download as soon as new owners boot their device. The new iBookstore is surely one of the key focus areas for Apple in their race against time.

The good news for Apple, if reports are to be believed, is that the company is rumored to have already sold “hundreds of thousands” of iPads since the preorders began last Friday -- that means the device has the potential to outsell the original iPhone in the first three months of sales.

Not bad for a device that many were quick to dismiss when it was unveiled in late January, eh?