Shares of Peloton Interactive (PTON) moved lower after the company issued a statement to CNBC on its scrutinized commercial and The Verge reported that the price of its digital subscription has been cut to $12.99 per month. After rallying in morning trading, the shares are now down 4% to $32.23.

In a statement to CNBC that was accompanied by a positive Facebook post and supportive emails, Peloton said,

"We constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them. Our holiday spot was created to celebrate that fitness and wellness journey. While we're disappointed in how some have misinterpreted this commercial, we are encouraged by -- and grateful for -- the outpouring of support we've received from those who understand what we were trying to communicate". 

Peloton, as The Verge pointed out, lowered the price of its digital subscription to $12.99 per month from $19.49. The membership includes access to all its spin classes via the Peloton app. The price of Peloton membership, which requires the company's Bike or Tread, remains $39 per month.