Apple 'may end music play curbs'

Apple's imposed DRM proved unpopular with users

Speculation is mounting that Apple is on the verge of a deal that would remove restrictions on its music.

At present, most music downloaded from Apple's iTunes store can only be played through an iTunes interface or iPod.

According to a report on the technology news website CNET, Apple is poised to sign an agreement with Sony BMG, Universal, and Warner Music.

This deal could end digital rights management (DRM) software that is currently attached to iTunes music.

It is thought Apple could announce the agreement at the Macworld conference being held in San Francisco.

The only reason it hasn't happened yet is that the record industry has been trying to level the playing field Mark Mulligan, Jupiter Research

Apple has already been selling DRM-free music from EMI for more than a year.

Any new agreement could also mean Apple revising its current pricing structure. At present Apple has a one-price-fits-all strategy - currently 79p per track - with no subscription fee.

The new model would see the firm vary its pricing structure, charging more for new releases and chart listed tracks, and less for older back catalogue music.

If the proposal gets the green light, not only would new music be free of the DRM copy protection, but the contents of the entire catalogue of music in the iTunes store would also have their DRM removed.

It remains to be seen whether music already purchased from iTunes would have its DRM stripped off.

The move could potentially spell the end for DRM limited music, which was never popular with users or Apple themselves.

Mark Mulligan, a director with market analysts Jupiter Research, said the end of DRM - in its current form - was inevitable.

But he added: "Don't be surprised if Apple doesn't announce the end of DRM today. These rumours were going strong just before Christmas, so we've been here before."

"That said, this is going to happen, whether it's today or in a couple of months. The only reason it hasn't happened yet is that the record industry has been trying to level the playing field, by giving away DRM free to everyone else, but even that hasn't dented Apple's share," said Mr Mulligan.

"Ultimately, what we're going to end up with is a new form of DRM. The more you pay, the less DRM you get bolted onto your music. Premium music will be DRM free, the cheaper it gets, the more shackles are attached," he added.

A spokesperson from Apple declined to comment on the reports.

In 2007 Apple's CEO, Steve Jobs, published an open letter called 'Thoughts on Music' in which he called on the three big record companies to ditch DRM.