Once upon a time, Apple [1] made iTunes and insisted all TV shows available for download would be priced at the same $1.99 per episode. Until HBO [2] came along and said otherwise, kapish?

Consumers will be charged $2.99 per episode to download acclaimed HBO hits “The Sopranos,” “Deadwood,” and “Rome.” Standard-issue fare such as “Sex and the City” and “The Wire” will be priced at the same old $1.99 per month, a fact that will no doubt annoy David Simon and Baltimore crime drama fans; “Sex and the City” fans should be consoled since they’re getting a big screen movie on May 30.

Apple says HBO programming is some of the “most requested” by their customers, no doubt another reason to charge an extra dollar per episode. The price hike is likely to get other media companies to lean on Apple to be more flexible in pricing, but will the discussions be as awkward as the way Paulie Walnuts wanted Christopher [3] to cover the tab for dinner? After all, NBC Universal left iTunes over pricing issues. Showtime has offered most of its popular shows on iTunes for two years and music companies have been lobbying long and hard for flexible pricing beyond the 99 cents a song.

For more:
- Apple’s announcement of bowing to HBO [4]
- New York Times coverage of the HBO/iTunes [5] deal

Related articles:
NBC exits iTunes [6], enters Hulu
iTunes Wins Equality with DVD Releases [6]