Apple has not made any concessions to NBC to convince it to report its shows on iTunes. This is what Cupertino says through the mouth of an authoritative source, Eddi Cue the manager who directly manages iTunes. Cue's statements are interesting above all because they go in open opposition with when supported by JB Perette, who deals with the digital content of NBC who had claimed exactly the opposite, that is that the two companies had met, each of the two giving in some way to other requests.
In particular, NBC would have obtained flexibility in prices and the possibility of selling "compilations" of TV shows at the price it prefers. The proof would be in the 99 cents cassette show, the $ 2.99 for HD and some seasonal packages.
“Actually – says Cue in an interview with C / Net – things are not like that. Our partners have always had the opportunity to sell for 99 cents. Viacom and History Channel have been doing this for some time. We never forced anyone not to lower their prices. As for HD TV shows at 2.99 other production companies also sell them at that cost, for example Californication costs just 2.99 ". Finally, even with regard to the packages that include more TV shows, there is no news: "Just look at what we have done for the holidays – says Cue – we have sold TV series of different types grouped by themes"
In short: NBC returned but had no concession: "I'm on iTunes on the same terms as other content providers," says Cue.
So why did NBC return to iTunes? Cue does not say it, but suggests that in fact it was for a mere calculation, the opportunity to have the same visibility as its competitors on a media such as iTunes. What is certain that the position taken by the manager of iTunes and the more than evident divergence of opinions between Apple and NBC suggests that the resumption of the relationship may not have been all the result of a newfound love, when just a re-joining of pure interest. Neither party agreed to the split, not to NBC who had lost the world's largest digital content store and not to Apple who had lost the world's largest digital content provider, the one that accounted for more than 30% of the video's revenue. .
It remains to be seen whether the plate will be rich enough to keep the two diners seated at the same table without anyone thinking of turning the table over again, as happened last year when NBC left the door and slammed Apple tyranny and to exploit content providers for the sole purpose of supporting sales of its hardware.