Since iTunes’s launch, Apple has stuck by a strict policy to keep pricing simple to attract new users. But seven years since its launch, it may be time to tweak the model. For years, content owners have demanded flexible pricing — perhaps charging more for some shows than others. What works for Wal-Mart, where bargain bins overfill with discount DVDs, will work on the Internet’s busiest content storefront.
With the HBO deal, Apple appears willing to explore the time-honored retail concept. A more flexible pricing policy could also bring NBC Universal back to the U.S. store.
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