NBC Universal has said that it is "disappointed in not being able to successfully negotiate a new iTunes agreement with Apple".

In a statement from the company's EVP Communications, Cory Shields, posted on Bloomberg.com, the company refutes claims from Apple that it insisted on doubling the wholesale price of its TV shows and instead claims that Apple's iTunes service is designed to drive sales of Apple devices.

"We never asked to double the wholesale price for our TV shows. In fact, our negotiations were centred on our request for flexibility in wholesale pricing, including the ability to package shows together in ways that could make our content even more attractive for consumers."

The company also said that it asked Apple to take concrete steps to protect content from piracy.