HBO Comes to iTunes as Apple Caves on Pricing

By Michael Santo
Editor-in-Chief, RealTechNews

Apple has been adamant about pricing of videos on iTunes, and in fact that’s one of the reasons that NBC left the iTunes store and eventually wound up at the Zune Marketplace. But now it appears they have become more flexible, as HBO and Apple announced on Tuesday that HBO shows are now available on iTunes - and some are priced above the $1.99 price Apple had previously set as a ceiling.

In a press release, Apple said:

Television shows purchased and downloaded from the iTunes Store can be viewed on a Mac or PC, iPod nano with video, iPod classic, iPod touch, fifth generation iPod, iPhone or on a widescreen TV with Apple TV. “Sex and the City,” “The Wire” and “Flight of the Conchords” are $1.99 per episode, and “The Sopranos,” “Deadwood” and “Rome” are priced at $2.99 per episode. iTunes customers can also choose to purchase entire seasons of their favorite programs.

So, Apple has broken their glass ceiling of $1.99. Hey, NBC, are you watching all this drama?