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Apple, NBC Universal Quibble About Who Gave In

Thursday, September 11th, 2008 at 12:50 PM - by

NBC Universal is claiming that Apple gave in to its pricing demands, and that led to the return of NBC content to iTunes. Apple's Eddie Cue disagreed, according to CNET on Wednesday.

After Apple's "Let's Rock" event on September 9, JB Perrette, head of NBC's digital unit, told CNET that Apple allowed NBC to sell its shows for whatever it wished: catalog items for US$0.99 and HD TV shows for US$2.99.

However, Apple's Eddie Cue said that this kind of pricing was all available at iTunes before the NBC deal was struck. "We've never told anyone they can't lower prices," Mr. Cue said. Mr. Cue also pointed out that Showtime's Californication in HD has always been $2.99, their standard for HD TV shows.

Even so, NBC's Perrette had his own take on the whole thing. "Frankly, ever since we dropped our relationship with Apple last fall, they have made a gradual progression culminating in [NBC's return to iTunes]," Perrette said.

Given the options viewers have these days, both companies need each other and, as a result, finally came to terms. However, neither one, at this point, wants to admit who folded first. In practice, neither company really needs to.

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Tiger said:

member since 17 Jun 2003 with 1018 posts, unranked, send him a message or view his profile

Thu Sep 11, 2008 1:21 pm

Hey gang, stop the bitchin' and in-fighting. Chalk it up to a compromise, a win-win and stop airing dirty laundry. We all get it anyway.

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A guest said: (hide)

Thu Sep 11, 2008 1:26 pm

Judging by the pricing, Apple won this clearly. NBC wanted a lot more than what is back on iTunes now. It's so obvious.

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jbruni said:

member since 14 Jul 2006 with 105 posts, unranked, send him a message or view his profile

Thu Sep 11, 2008 1:57 pm

Funny how the Apple spokesperson points to facts, whereas the NBC spokesperson refers to some sort of "gradual progression" -- whatever that means.

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vasic said:

member since 09 Aug 2005 with 279 posts, unranked, send him a message or view his profile

Thu Sep 11, 2008 5:09 pm

Tiger,

It is of utmost importance for everyone to to clearly see who gave in here, and that's NBC. Consumers' choice is at stake, and it is here represented by Apple against NBC, which represents corporate greed.

Apple stood firm, NBC caved in and its Digital Unit head is just desperately trying to save face by obfuscating. Those who need to know the real truth will decypher it from the two statements easily.

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