SAN FRANCISCO — Apple Inc. has lured the NBC television network back to the iTunes online media service, ending a year of acrimony over the prices Apple charges for shows it sells over iTunes.
The deal announced Tuesday by Apple CEO Steve Jobs represents a victory for Apple and an about-face for NBC, which yanked its programs from iTunes in August 2007 after complaining about Apple's inflexibility in determining the prices of the TV shows it sells.
At that time, NBC Universal-controlled television programming made up an estimated 40 percent of the video downloads on iTunes.
Apple said NBC's programming will sell for the same prices as other TV shows sold through iTunes. High-definition shows, a new addition for iTunes, will sell for $2.99 each. Shows in standard definition cost $1.99. Some older shows are available for 99 cents apiece.
At the height of the company's public rancor with each other, Apple said NBC had demanded that Apple pay more than double the wholesale prices for its material, which would have resulted in shows that sell for $4.99 a piece. NBC said it never asked for double the wholesale prices, and wanted only to be able to sell programs at different prices.
The partnership demonstrates Apple's growing muscle in the market for digital downloads of movies and music. Jobs said Tuesday that iTunes now has 65 million customers.
NBC Universal is a unit of General Electric Co.