Tired Of Being “Held To Ransom By Apple” – Could Sony Pull It’s Track From iTunes?
Statements this from a senior Sony executive hint that the end game for its new Music Unlimited service may not be just to compete with iTunes, but rather to replace it. Late last year, Sony unveiled its online store and music service in Europe and promises to bring it to many more countries in 2011.
Music Unlimited is the entertainment and technology giant's late-to-market attempt to integrate content and devices as Apple has for a decade.
''If we do [get mass take up] then does Sony Music need to provide content to iTunes?'' Chief Executive Officer of Sony Computer Entertainment, Michael Ephraim asked rhetorical in an interview with Australia's Sydney Morning Herald. "Currently we do. We have to provide it to iTunes as that's the format right now".
"Publishers are being held to ransom by Apple and they are looking for other delivery systems, and we are waiting to see what the next three to five years will hold.''
It might seem inconceivable that a major music company would pull out of iTunes. But Ephram's statements point to the level of frustration with Apple's dominance that exists within the content community, as well as, just how contentious the fight for control channels of distribution may become.