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Steve Jobs has been barking up the DRM-free tree for years now. The reason Apple doesn't offer it is because the music industry would never have it. The fact that they allow Amazon to sell DRM-free but not Apple suggests that they are playing politics. I will be curious to see what their end goals turn out to be, whether it be to punish Apple for being uncooperative, or create some competition so they have more leverage (The iTunes monopoly is less likely to cave to their demands than an iTunes that has rival Amazon to contend with), or something else I haven't even though of.