NBC, the channel behind Heroes in the US has announced that it will not be renewing its agreement with Apple to sell some of its TV shows via the iTunes store.

The news is likely to come as a blow to the computer company as NBC accounts for 30% of iTunes TV show sales.

According to Apple, NBC pulled out after it declined to pay more than double the wholesale price for each NBC TV episode.

The company claims that the move would have meant consumers
Having to pay $4.99 per episode from the current $1.99.

"We are disappointed to see NBC leave iTunes because we would not agree to their dramatic price increase", said Eddy Cue, Apple's vice president of iTunes. "We hope they will change their minds and offer their TV shows to the tens of millions of iTunes customers."

Apple's agreement with NBC ends in December.

Meanwhile here in the UK, Apple as come into some flak for the high price of TV shows in the UK.

The shows which are priced at £1.89 makes them almost $4 in the US. Consumer groups are calling "Rip of Britain" once again.