No. 2 iTunes DRM and tiered pricing: At Macworld 2009, Phil Schiller made two big iTunes related announcements: songs would become DRM free and Apple would let record labels experiment with prices. Since 2003, Apple insisted every song on iTunes cost (US) 99 cents. Record labels argued that the price was outdated and obviously wanted to charge more for big hits. Apple gave up ground on pricing to obtain licensing rights for distributing music over the air. Labels could charge up to $US1.29 for singles but that news was offset by DRM-free songs, a win/win as iTunes customers aren't tied to Apple devices forever anymore. Last we checked, only 12 of the top 100 songs on iTunes are available for $US0.99.