iTunes Subscription Rumored. Don't Bet On It.

Several tech blog yesterday were reporting that iTunes may unveil a $130 per year music subscription service in October. Similar rumors have been around for months. This time "iTunes Unlimited" would only include about half of iTune's catalog at launch because new deals needed to be struck. A buy to keep feature would also be included.

But Silicon Alley Insider claims to have contacted a variety of label execs that deny even being in talks with Apple. Intuitively I agree that there will not be an October surprise from iTunes.  It's possible that the label execs were honoring Apple's strict non-disclosure agreements or that some labels have granted these rights already in their last iTunes contract round. And it certainly would make a great iPhone app. But more likely Apple is too smart to want to enter a sector which has yet to gain traction. It's also not their style to do anything half way - or in this case with only half the catalog. Maybe someday, but I'll bet there's in no iTunes Music Unlimited in October.