Both NBC and Apple have made concessions in the former's return to the US iTunes Store, observers note. The first of these may be variable pricing, such as a higher cost for HD versions of TV shows. Apple is charging $2.99 per HD episode, instead of the standard rate of $1.99; it is not known if this was the result of pressure from NBC however, as Apple has long charged $1 more for HD movie rentals on an Apple TV. What is known is that back-catalog shows -- such as Miami Vice and The A-Team -- are being priced at 99 cents, whereas Apple's original deal with NBC would have called for the regular rate.

NBC's concession appears to be marketing, as the network says iTunes is now a part of its plans for promoting new fall shows, in the same way as its Hulu streaming service. Both Hulu and iTunes will get select shows in advance of their broadcast premiere, like episodes of Knight Rider, My Own Worst Enemy and Kath & Kim.