Warner Bros turned down Apple’s invitation to offer TV show rentals for 99 cents because it believed such a low price would have an adverse effect on sales of full seasons of leading shows.
Apple recently launched a $99 version of its IPTV set-top box, along with 99-cent show rentals on iTunes.
Speaking at the an investor conference hosted by Merrill Lynch, Warner Bros chief, Barry Meyer, said that the deal was not good value for the studio.
Apple did, however, manage to gather an impressive line up, including News Corp.’s Fox, The Walt Disney Co.’s ABC, ABC Family and Disney Channel, and BBC America.
Apple is still trying to persuade CBS and NBC to join up.