Apple Exploring Video Sales Via iTunes

Michael Santo of RealTechNews writes:

In what should come as a surprise to just about no one, Daily Variety has reported that Apple is in talks with most of Hollywood’s studios to offer movies via iTunes. The big sticking point right now: pricing.

Apple’s Chief Executive Officer Steve Jobs is said to want one flat price of $9.99 per movie, whereas studio executives want a range of prices that mirrors videos and DVDs at retail stores which, generally speaking, run from discount titles at a few dollars apiece up to $19.99 or more for new releases. [Source: Reuters]

We Say: Pricing has also been a point of contention with music sales via iTunes, as record companies have wanted Apple to change its pricing structure, but Apple continues to stick with its current strategy. If everything can be ironed out, it’s believed sales may start as soon as the end of the year.

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