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NBC Universal has announced they will end their relationship with Apple in the sale of TV shows through iTunes online. NBC is going to go with the alternative and lesser-known, Amazon.com’s Unbox. The article on Adweek.com referenced the strict pricing structure that Apple has set for the purchase and download of media.

What is this saying to the market and consumers? There isn’t one player in this game and you don’t have to follow their rules if you don’t want to. The web allows for a multitude of options in almost any product or service. Apple iTunes is the leader in online sales of media with their library of music and shows but NBC is making a statement that they will not bow-down to Apple.

NBC Universal is a large player in the media content area and switching to the relatively unknown Unbox they are making a stand. The switch will give NBC more control over pricing of their shows and complete seasons.

Apple iTunes has been doing very well and leading the market, is this the first step towards a change in the market? Has NBC made a major mistake by leaving iTunes? Will the change take other companies away from Apple?

Article: NBCU, Amazon in Content Deal