Apple Refutes NBC Claim it Caved on iTunes Pricing Demands

Authored by Mark Hefflinger on September 11, 2008 - 9:49am.

Cupertino, Calif. - Apple (NASD: AAPL) is refuting claims made by NBC (NYSE: GE) that it made any special considerations on pricing or bundling of content at its iTunes Store that prompted the broadcaster to return its programming to the store, CNET News.com reports.

Apple's vice president in charge of the iTunes Store, Eddy Cue, told News.com that the retailer was already allowing content providers to charge 99 cents for TV episodes; had already allowed bundling of episodes into compilations; and set a blanket price of $2.99 for all HD TV episodes.

"We've never told anyone they can't lower prices," Cue told News.com.

Previously, NBC head of digital JD Perrette commented to News.com that, "Frankly, ever since we dropped our relationship with Apple last fall, they have made a gradual progression culminating in [NBC's return to iTunes]."

"We're glad to have NBC back and they are participating under the same terms with all of the other content providers," Apple's Cue told News.com.