NBC has responded to Apple’s claims that NBC wanted to more than double the price of its television episodes on iTunes from US$1.99 to US$4.99. NBC claims instead that it wanted more flexibility in wholesale pricing, including the ability to package shows together in ways that could make our content even more attractive for consumers. NBC also hit back, claiming that Apple’s strategy for its iTunes service is designed to drive sales of Apple devices, at the expense of those who create the content that make these devices worth buying.
NBC also wanted to see Apple do more to prevent piracy.
Meanwhile, NBC is planning to launch its own online video portal called Hulu in association with News Corp. in October.