The rumours [1] on an Apple and HBO deal were true, the two companies have agreed over the distribution of HBO's TV shows on the iTunes Store.

No press release yet but facts, just launch iTunes and go to the U.S. iTunes store, you'll notice an HBO logo in the middle of the store's starting page followed by "Network just added".

Among new TV shows available with HBO are "The Wire, Rome, Flight of the Conchords, The Sopranos, Sex and the City, Deadwood."

What's less usual in that additional new content on iTunes is the variable pricing of the shows, something Apple had refused to any content provider so far, making it lose a deal with NBC which insisted over this characteristic.

For example "The wire" is sold $1.99 per episode whereas episodes of the first season of "Rome" are sold $2.99.

Though variable pricing isn't good news for those who like watching the latest shows as soon as they're out, the deal brings new content to iTunes and hope for a return of NBC's content as well.