If you’re wondering why Warner Brothers didn’t join up with Apple for the 99 cent iTunes TV show rentals, WB Chief Executive, Barry Meyer’s got an answer for you. According to the AP, the major film and TV studio chose not to participate in Apple’s TV show rental service as they felt the price “was too low and would have hurt sales of full seasons.” Meyer also stated that he prefers his company’s current $2.99 TV show purchasing model through iTunes. This way they make more profit and the user gets to keep the show.

Apple launched their new TV show rental service at their September 1st event alongside a slew of new iPods, a new version of iOS, and of course the all new Apple TV. Apple’s current participants in the show renting service are News Corp. (FOX), ABC (Disney, etc.) and BBC America.

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