The NBC story continues. NBC say they did not fight with Apple regarding higher prices, but rather a “request for flexibility in wholesale pricing, including the ability to package shows together in ways that could make our content even more attractive for consumers.” Whatever that means.

NBC also said that “it is clear that Apple’s retail pricing strategy for its iTunes service is designed to drive sales of Apple devices, at the expense of those who create the content that make these devices worth buying.” So we’re back arguing about the prices again? I thought the price wasn’t the big issue here but apparently is. And is it really paid content that makes us choose iPod as our favorite gadget in the world?

Not likely. Seriously, how many of you have actually paid for the thousands of songs you’ve got in your iTunes library? And after all, people buy all kinds of MP3 players without any backup from content providers. Anyhow, one thinks NBC would realize that they’re dealing with a business and not a charitable organization. Apple needs profit and profit can come from providing services that drive sales of products.

Aplpe is a giant in the world of digital content distribution and NBC has a choice to take part. They could’ve just accepted the terms and renewed their contract but instead they chose to negotiate them with Steve Jobs. Was this the right choice? If you asked Michael Eisner, former CEO of Disney, he’d probably say ‘no’.

The bottom line; NBC want their content to stay in iTunes until December. And by then, who knows, we may have a contract renewal after all. Now we’re just waiting for Apple’s response to NBC’s statements.

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