Apple wavers on iTunes pricing

Apple is to break its pricing structure in order to secure a deal to sell HBO content through iTunes, according to reports.

Apple wavers on iTunes pricing

According to various sources, Apple is ready to agree to charge more for HBO programmes such as The Sopranos in the US, as well as alter its release schedule so that the programming is made available concurrent with the DVD release, rather than its first run on television.

In the past Apple has charged a standardised price for music and television programming, arguing that the simpler the pricing the more attractive the service is to the customers. This has generated tension with video and music providers, which have pushed for more flexible pricing including lower priced bundles and higher priced new releases.

Apple’s inflexibility on the issue has already seen the NBC network pull its content from iTunes. However, by bowing to HBO, Apple may open the door to other content providers when the time comes to renegotiate their contracts with the Cupertino company.

Apple declined to comment on the story and HBO was not available at the time of writing.

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