Apple adds HBO to iTunes, but only by caving on pricing

Nicholas Carlson · 05/12/08 01:40PM

As a a part of a deal to bring HBO shows to the iTunes store, Apple will allow a content producer to break its $1.99-per-show price structure for the first time, HBO employees involved in the deal told Portfolio. Last summer, Apple CEO Steve Jobs refused to allow NBC to do the same, so NBC boss Jeff Zucker took his shows elsewhere — to Microsoft and the Zune, specifically. Why did HBO get the deal while NBC didn't?