NBC decides against renewal of iTunes contract [updated]

NBC Universal has decided not to renew its contract with Apple to sell its television shows on the iTunes Store, reports The New York Times. The media giant is said to be unhappy over Apple’s refusal to give them more control over pricing, DRM restrictions, and the bundling of videos.

Although NBC Universal notified Apple of their decision yesterday, its current contract extends through December, and talks will continue between the two companies. NBC Universal is the biggest supplier of video to the iTunes Store, accounting for around 40 percent of downloads.

Update: Apple has responded to the move by announcing that it won’t be offering any of NBC’s upcoming fall episodes.