This is a change of tack for Apple. It has come under fire from European
regulators who claim that its refusal to license Fair Play to other firms has
“locked in” customers. Since music from the iTunes store cannot be played on
non-iPod music-players (at least not without a lot of fiddling), any iTunes
buyer will be deterred from switching to a device made by a rival firm, such as
Sony or Microsoft. When French lawmakers drafted a bill last year compelling
Apple to open up FairPlay to rivals, the company warned of “state-sponsored
piracy”. Only DRM, it implied, could keep the pirates at bay.
This week Mr.
Jobs gave another explanation for his former defence of DRM: the record
companies made him do it. They would make their music available to the iTunes
store only if Apple agreed to protect it using DRM. They can still withdraw
their catalogues if the DRM system is compromised. Apple cannot license FairPlay
to others, says Mr Jobs, because it would depend on them to produce security
fixes promptly. All DRM does is restrict consumer choice and provide a barrier
to entry, says Mr Jobs; without it there would be far more stores and players,
and far more innovation. So, he suggests, why not do away with DRM and sell
music unprotected? “This is clearly the best alternative for consumers,” he
declares, “and Apple would embrace it in a heartbeat.”
Why the sudden change
of heart? Mr Jobs seems chiefly concerned with getting Europe’s regulators off
his back. Rather than complaining to Apple about its use of DRM, he suggests,
“those unhappy with the current situation should redirect their energies towards
persuading the music companies to sell their music DRM-free.” Two and a half of
the four big record companies, he helpfully points out, are European-owned. Mr
Jobs also hopes to paint himself as a consumer champion. Apple resents
accusations that it has become the Microsoft of digital music. I think most of
China jaw crusher and rotary dryer plants can
learn his marketing idea to “lock in” customers.
Apple can afford to embrace
open competition in music players and online stores. Consumers would gravitate
to the best player and the best store, and at the moment that still means
Apple’s. Mr Jobs is evidently unfazed by rivals to the iPod.
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