Apple officially cuts DRM-free track prices to $.99

In a move which can only be described as unsurprising, Apple has officially announced plans to lower the price of its iTunes Plus offerings (AKA iTunes sans-DRM) to $.99, instead of the higher-priced premium of $1.29. Old Jobsy claims that the decision was made due to the popularity of the unlocked, higher quality tracks with customers, saying, "It's been very popular with our customers, and we're making it even more affordable." Of course, it also seems likely that iTunes and Apple are feeling the burn from the new wave of DRM-free music providers, like Amazon, and the persistent rumors / news of former playmate Universal amassing an "anti-iTunes" which could seriously compete with the Cupertino monolith's business. Sure, it's the third-largest retailer of music in the US, but there's always someone creeping up from behind -- just ask Irv Gotti.

Update: Apple press release makes it really, really, super duper official.

[AntLaw Posted Oct 16th 2007 7:05PM]

I have a gut feeling Apple is in trouble. I’m not sure what I mean by trouble but something isn’t right at camp Apple. I think they might be lost, they know what they want but the very technology they have helped to developed is turning against them.

[RawheaD Posted Oct 16th 2007 7:11PM]

Sound like you're having intestinal problems.

[airmanchairman Posted Oct 16th 2007 7:17PM]

All Apple seems to have to do at this point is match their rivals offerings to negate any inroads into their market share.
It probably would take a real quantum leap in quality and drop in price to really get them worried.
In the meantime, how do you wean a generation off getting music for free via file sharing?
Answers on a postcard...

[AntLaw Posted Oct 17th 2007 10:27AM]

Just so people from the US understand what we put up with in the UK with price fixing, we pay $9.9 per gallon of petrol and a very small ‘cheap’ house will cost you more than $245,000 and then we have to pay $1.60 per track for our music.

[Ordeith Posted Oct 16th 2007 7:55PM]

Check the outrageous taxes your government tries to hide in those prices.

[Charles Posted Oct 16th 2007 7:31PM]

"Old Jobsy"? Sorry Mr. Topolsky, as the great movie quote says, "There's such a fine line between clever and stupid". I guess we know which side of the line you come down on.

[(Unverified) Posted Oct 16th 2007 8:13PM]

"news of former playmate Universal amassing an "anti-iTunes" which could seriously compete with the Cupertino monolith's business."

AAHHAHAhahahahh!!!!!

that's a good one. Universal "seriously competing" with Apple on digital music distribution.

funny funny stuff.

[(Unverified) Posted Oct 16th 2007 10:18PM]

I know, that is about as irritating as 1$

[ran Posted Oct 16th 2007 11:44PM]

Great. Now I just spent $100 too much on all that iTunes Plus music! Now I'm gonna sue! No wait, I don't care. I'm not going to waste time bitching over $100...

[(Unverified) Posted Oct 17th 2007 3:14AM]

Engadget has jumped the gun on this story. There has been no such announcement by Apple at all. In fact, the story they link to in the beginning of this article is pure speculation.

[(Unverified) Posted Oct 17th 2007 5:03AM]

oh STFU u freaking ongoing whiners. Way to go Apple...nice to see cut prizes.

[(Unverified) Posted Oct 17th 2007 7:47AM]

Great Mr Jobs. Why don't you do what Radiohead did and let US decide? Or even do what Martian Music does at www.martianmusic.com and give us better prices. Come on, scared?

[(Unverified) Posted Oct 17th 2007 7:58AM]

This is good new cause the DRM-free tracks were to expensive in the first place but why keep DRM and DRM-free music at the same price. I use http://www.ipodtunesdownloads.com for ipod music and movie downloads

[JustinM Posted Oct 17th 2007 12:36PM]

Jobs sez: "It's been very popular with our customers, and we're making it even more affordable."

That's not the way supply and demand works. They're doing it because they have to, not because they want to. If they wanted to, they would have put it at this price (or lower! Amazon is) to begin with.

Apologies if someone's already pointed that out.

[(Unverified) Posted Oct 17th 2007 9:20PM]

I only care about Apple selling video at $1.00

[(Unverified) Posted Oct 25th 2007 10:00AM]

I'm surprised not to see this in the comments, but am I the only one that thinks Apple should offer free swapouts for any purchases of DRM-laden songs with the non-DRM'd songs now that the price is the same?

Of course they are under no obligation to do so, but wouldn't that go a long way toward good will?