Apple announced late yesterday that it would stop selling NBC shows via its iTunes Store.
According to Apple, NBC had more than doubled its wholesale prices for each episode, which would have resulted in a retail price increase from $1.99 to $4.99.
"We are disappointed to see NBC leave iTunes because we would not agree to their dramatic price increase," said Eddy Cue, Apple's vice president of iTunes."We hope they will change their minds and offer their TV shows to the tens of millions of iTunes customers."
Apple's contract with NBC expires in December. However, since this would mean that NBC would withdraw their shows in the middle of the season, Apple has decided not not offer NBC shows for the upcoming season beginning in September.
NBC supplied iTunes with three of its 10 best selling TV shows last season, accounting for 30 percent of iTunes TV show sales.