So Apple finally made good on it’s promises. They took the DRM away, but allowed the record companies to set variable pricing on their songs. Instead of the tried and true 99 cents, there are now three choices, 69 cents, 99 cents, 1.29. It almost sounds like those old Taco Bell commercials when their whole menu consisted of food at those prices (69, 89, 99 cents respectively). The record companies said that you would see more discounted songs than higher priced songs, but so far the proof is not in the pudding. On the top 100 there are currently 61 songs priced 1.29, and the rest were 99 cents. There is no easy way to see how many 69 cent songs there are, but most pundits are saying so far they are few and far between.
In this instance I don’t really blame Apple. The record companies were holding Apple down with DRM, and lower quality songs in comparison to Wal-Mart, and Amazon. Apple needed to do something to keep people in the iTunes world, seeing they believed that if they lost the customer, they wouldn’t come back. I guess the question is where is the threshold for a song is for customers. If most will pay 1.29 then it’s a “moo” point, and they just made more money. If not, then well hopefully the people that continue to purchase songs at 1.29 (aka 30 cents more profit), will outweigh the people they lose.
The biggest surprise in all of this? That Apple’s competitors followed suit so quickly. It took Amazon overnight to raise some of their prices to 1.29. Just looking at the top 100, there are a few 1.29 songs, though it appears that there are many more 99 cent, even 79 cent songs (currently there are 8 $1.29 songs in the top 100). Even Wal-Mart joined in the game with higher prices, pricing their highest songs at 1.24. I thought they would take this opportunity to advertise their lower prices, and try to steal some customers, even if they held off for just a few weeks.
My guess there are one of two things at play here. Either the record companies forced their hand and made them raise their prices once iTunes did, or Amazon and Wal-Mart said, “why not us?” Only time will tell as the back office rumors begin to pour out, but it appears our days of getting a song under a buck is gone.
Even after all of this, though I really appreciate iTunes organization and GUI, I still recommend Amazon as your music source. They not only have a larger number of cheaper songs, but they frequently have sales on newer albums (for as low as 4.99). On top of that if you use iTunes to organize your music, once you download the song off Amazon, it automatically gets entered into your iTunes library.