Topic research; from Apple's point of view...

Apple inc published an article on their website titled “Apple thoughts on music”, outlining their opinions on current audience demands and thoughts for the company’s future. Within this article, Apple inc state that they have enforced “Digital Rights Management” to protect its music against theft, which licenses the right to Apple to distribute music from such companies as Universal, Sony BMG, Warner and EMI (who together own 70% of the worlds music). DRM therefore, only authorises specific devices to play the protected music, which Apple software such as the iPod will qualify. Their audience have since asked for this to be “opened”, so iTunes can be used on any music player or audio device, however if Apple were to breach the DRM agreement and open the DRM, the music catalogue provided to them by Universal, Sony BMG, Warner and EMI can be retracted from iTunes, causing a huge body blow into sales of music, software and the ability to provide their service to the music industry, of which iTunes is a majorly depended on; Why provide software that the intended music to store on those devices no longer exists?
From Apple’s point of view, if DRM was abolished completely, meaning any music track purchased in any way, can play on any music player licensed by any brand, Apple would strive to embrace this. Apple would agree to let their top competitors distribute their music because, in this circumstance, DRM’s inability to combat piracy. Companies would upload their music to distribute online, but without protected content, anyone can rip the file from the site itself and in turn (illegally) upload it to a different site for file sharing or with intent to sell. Without DRM there is no proof this music file has been stolen and who from. Currently, with DRM in place, Apple’s legal policies cover; software license agreements, hardware warranties, iTunes store terms, sales policies, service products, terms of service, policies, trademark copyright and intellectual property, legal contacts, export compliance and supplier provisions.
Apple is constantly looking to embed their software and products into the outside world on a broader scale at the convenience of their audience. With this idea in mind, Apple has since made a number of partnerships to increase the recognition of the company name and software, at the aid of the audience. This has sparked a partnership with Starbucks. The idea behind the partnership is to provide WI-FI inside Starbucks stores for access to the iTunes store. A quote from Steve Jobs, Apple's CEO: "Getting free access to the iTunes Wi-Fi Music Store and the 'Now Playing' service at Starbucks is a great way for customers to discover new music. Imagine walking into a participating Starbucks, hearing a great song, and being able to instantly download it onto your iPod or iPhone. We think this is very cool.". A quote from Howard Schultz, chairman, Starbucks Coffee Company "With this partnership, we're bringing Apple's leadership in digital music together with not only our retail footprint, but the unique Starbucks experience, to offer customers a world-class digital music experience. Introducing this new service is a natural extension of our music strategy which only enhances the retail coffee experience for customers by helping them discover and acquire new music instantly."
As well as Apple is teaming up with GM, Ford, and Mazda to offer iPod integration in those manufacturers' vehicles for the 2007 model year, Apple have also announced its partnership with Air France, Continental, Delta, Emirates, KLM and United to deliver the first seamless integration between iPod and in-flight entertainment systems. These six airlines will be offering passengers seats with an iPod seat connection to listen to their music, as well as the ability for video content to be viewed on seat back displays. This idea effectively breaks up the function of an iPod with an input for their iPod in their chair to listen to their music, and also with a link to a screen in front of them broadcasting any video footage on their iPod. This is at audience convenience as the experience is just like a personal experience of watching TV and listening to your stereo, whilst on a plane, which at the same time, is using the technology provided to them by Apple for current Apple customers. It is just like they are extending the liberty and benefits of being an Apple customer.