When Apple first introduced iTunes Plus, I thought the iTunes store was super close to becoming completely DRM free, and in turn, an even bigger player/leader in the online music space. With EMI on board, Apple seemed close to influencing other major labels to follow suit. Many indie labels announced support for iTunes Plus and “Plus” tracks were lowered in price from $1.29 to $.99. Many of the indie albums I had purchased through iTunes were available at a low cost, one click upgrade to iTunes Plus quality for a very low fee. I thought this was the beginning of something much bigger. I was right, but it wasn’t what I expected.
In December of 2007, Universal and Warner announced their catalogs DRM free exclusively through Amazon. Weeks later, Sony/BMG the final remaining major label followed suit.
Here we are in March and Apple still sells music with DRM somehow. News stories are popping up now announcing that Amazon is the number 2 online music reseller. That’s a pretty amazing feat in such a small time, but are we really surprised? Whether you have an iPod or not (I have an iPhone personally), why would you buy DRM tracks from iTunes if you could get DRM free, future proof tracks from Amazon? In most cases, you also get them for a cheaper price.
There are theories as to why Apple is in this situation right now. Some say that maybe Steve Jobs pissed off the wrong people. Others say that the “big four” major labels are collectively using their exclusivity with Amazon to keep iTunes in check so to speak. Whatever the case may be, one thing is certain. If Apple plans on staying number one, they need to figure out how to offer the same quality and prices that Amazon is offering, and fast. I’ll be the first to admit that I have purchased all of my music through Amazon since the beginning of 2008. I used to like buying music from iTunes because I use it to manage and play my media, but money talks and so do the words “DRM-Free”.
I really do prefer the iTunes music store interface, but it’s only a few extra steps to buy tracks from Amazon and import them to my iTunes library.