Apple and iTunes have parted ways.

In a story from Home Media Magazine, Apple Inc. announced on August 31 that "it would cease selling downloads of NBC television programming on iTunes."

Apparently NBC wanted to hike the rates on the content they provide. From what Apple says the new "demands would have resulted in it upping the retail cost per episodic download from $1.99 to $4.99."

Other networks like "ABC, CBS and FOX along with more than 50 cable networks remained committed to sell TV content from their upcoming fall seasons on iTunes at the current $1.99 per episode price, according to Apple."

"We are disappointed to see NBC leave iTunes because we would not agree to their dramatic price increase," said VP of iTunes, Eddie Cue. "We hope they will change their minds and offer their TV shows to the tens of millions of iTunes customers."

Apparently, "Apple's agreement for 1,500 hours of NBC programming ends in December but it decided to withdraw the network's shows from iTunes for the upcoming television season beginning in September."

It seems that this parting of company hurts both sides. "NBC loses a popular platform to promote and repurpose content while Apple loses three of its 10 bestselling TV shows last season, which accounted for 30% of iTunes TV show sales, according to Apple."