Apple just slapped NBC down hard. Responding to reports NBC was pulling out of the iTunes Store, Apple announced that it was prematurely canceling their partnership — Because NBC wanted $5 per episode of its shows!

Apple® today announced that it will not be selling NBC television shows for the upcoming television season on its online iTunes® Store (www.itunes.com). The move follows NBC’s decision to not renew its agreement with iTunes after Apple declined to pay more than double the wholesale price for each NBC TV episode, which would have resulted in the retail price to consumers increasing to $4.99 per episode from the current $1.99. ABC, CBS, FOX and The CW, along with more than 50 cable networks, are signed up to sell TV shows from their upcoming season on iTunes at $1.99 per episode.

Incredible. NBC has benefited from iTunes more than anyone else, and they’re throwing out crazy price increases. I mean, that would have made Friday Night Lights Season 1 cost $110! NBC is selling the DVD for less than $20 brand-new with more special features! If this is any indication of Hulu’s pricing scheme, it’s screwed out of the gate.

Via Daring Fireball.

Rick James pic from CBC.