Comments on: Something is going on at iTunes: Apple reportedly agrees to variable pricing to get HBO shows http://www.last100.com/2008/05/12/something-is-going-on-at-itunes-apple-reportedly-agrees-to-variable-pricing-to-get-hbo-shows/ Tracking the digital lifestyle Fri, 05 Sep 2008 17:57:58 +0000 http://wordpress.org/?v=abc By: Michael http://www.last100.com/2008/05/12/something-is-going-on-at-itunes-apple-reportedly-agrees-to-variable-pricing-to-get-hbo-shows/#comment-59419 Michael Tue, 13 May 2008 09:00:39 +0000 http://www.last100.com/?p=1851#comment-59419 It's funny that everyone thinks that this is the absolute first time that Apple has done any type of variable pricing on TV shows, in fact the most recent episode available for Avatar: The last Airbender is sold for $3.99 in iTunes. But, this seems to be just an isolated instance and Apple hasn't made a habit of variable pricing until now. HBO content is going for $1.99 or $2.99 depending on which show you're purchasing. I'm not sure if anything too crazy is going on in iTunes, I think this is just Apple trying to get more content in the store, I think Apple might have realized that to get certain content owners they have to agree to deals that might not favor them as much as other deals and this happens to be (what I would believe to be) the first instance of this. Although it could also be Steve Jobs realizing that their is a huge opportunity to be the premier spot for getting HBO content before the DVD comes out (which in HBOs case has always been an incredibly long wait). It’s funny that everyone thinks that this is the absolute first time that Apple has done any type of variable pricing on TV shows, in fact the most recent episode available for Avatar: The last Airbender is sold for $3.99 in iTunes. But, this seems to be just an isolated instance and Apple hasn’t made a habit of variable pricing until now. HBO content is going for $1.99 or $2.99 depending on which show you’re purchasing.

I’m not sure if anything too crazy is going on in iTunes, I think this is just Apple trying to get more content in the store, I think Apple might have realized that to get certain content owners they have to agree to deals that might not favor them as much as other deals and this happens to be (what I would believe to be) the first instance of this. Although it could also be Steve Jobs realizing that their is a huge opportunity to be the premier spot for getting HBO content before the DVD comes out (which in HBOs case has always been an incredibly long wait).

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