Warner Bros says participating in Apple's iTunes TV Show rentals for 99 cents would have hurt sales of full seasons, according to the AP.
Chief Executive Barry Meyer made the comments at an investor conference hosted by Merrill Lynch in Newport Beach, California.
Apple launched the 99 cent rental service alongside a new Apple TV. Fox, ABC, and BBC agreed to the plan; however, Warner Bros refused because the 99 cent rental price was too low.
Read More [via 9to5Mac]
