The New York Times reports that NBC Universal, unable to come to an agreement with Apple on pricing, has decided not to renew its contract to sell digital downloads of TV shows, such as popular "The Office," on iTunes. NBC properties account for about 40% of iTunes' digital video downloads, making the network iTunes' No. 1 supplier. NBC Universal follows Universal Music Group of Vivendi, the world's biggest music corporation, which said it would not renew its long-term contract with iTunes in July. Just this week, NBC and News Corp. revealed the name of its joint online video venture to distribute their programming, Hulu.com, and said it planned to launch it in October.
By this afternoon, Apple had responded.(See Wall Street Journal's NBC, Apple Battle Over iTunes) Whereas NBC said it would no longer sell video through iTunes when the contract ends in December, Apple said the relationship will end starting in September. That's, er, tomorrow.