Apple gets offensive against NBC Universal

Apple gets offensive against NBC Universal

NBC Universal has just announced that they are not going to renew their contract to offer media on sale on the iTunes with Apple.

Apple has now responded back by saying that they would not sell any of NBC’s programs for this fall season on their iTunes digital media store.

Interestingly, the move is not going to do much good for Apple as NBC programming currently accounts for an estimated 40 percent of the video downloads on iTunes.

Eddy Cue, Apple’s vice president of iTunes had this to say on the new developments: “We are disappointed to see NBC leave iTunes because we would not agree to their dramatic price increase. We hope they will change their minds and offer their TV shows to the tens of millions of iTunes customers.”

Apple said that NBC Universal was asking for a big price hike for their programming on the iTunes. NBC had asked Apple to increase the price of each episode download from USD 1.99 to USD 4.99.

This was not possible for them to accept as it would have resulted in a revolt from their users.