It looks like Apple might finally ready to give up its demands for straight up and down $1.99 TV show pricing on iTunes. If you'll remember, Apple and NBC had quite the squabble over price flexibility and margins last year, and some other show providers have held off providing content until they can get a more favorable deal from Apple. It seems one of those content holders was HBO, with word on the street that Apple is finally going to bow to desires for flexible pricing, and has signed up HBO to kick things off. Apple has also in recent months added NBC Universal shows to its UK store with variable pricing, which might be a sign that a return to the US store isn't far off.

[Via Silicon Valley Insider]

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Apple flexes on flexible pricing? HBO iTunes deal rumored, NBC hits the UK