Steve Jobs published an open letter on the
Apple Web site Tuesday entitled, “Thoughts on Music,” which surprisingly
details his view on the futility and insignificance of DRM, or digital rights
management. The Apple leader isn’t the only technology visionary at odds with
DRM -- Bill Gates went on record in December to express his
disappointment in the overall situation with DRM.
Jobs wrote that the inconveniences posed by DRM are a result
of restrictions set in place by the music industry, and that if record
companies would be willing to abolish DRM on music, Apple would embrace the
decision in a heartbeat. Jobs began his letter by addressing the
DRM-supporting iTunes software, which is used to interface with the 90 million
iPods worldwide. Users and their governments have complained to Apple
that its iTunes software unfairly locks out MP3 players that are not iPods -- further
suggesting that Apple is somehow creating a monopoly by selling DRM-protected
music that will only work with iPod hardware.
Jobs defended his devices and software by saying Apple does
not own or control any of the music sold over iTunes, that that the DRM
restrictions are set primarily by the “big four” music companies: Universal,
Sony BMG, Warner and EMI. In order for Apple to have permission to legally
distribute songs, it must adhere to strict guidelines set by the record
companies. If any of those guidelines or security systems are breached, Apple
only has a small number of weeks to fix the problem before the record company
will withdraw its entire music catalog from the iTunes store.
Apple calls its DRM “FairPlay,” and like any copy protection
scheme, hackers are quick in their attempts to circumvent it. “While we have
had a few breaches in FairPlay, we have been able to successfully repair them through
updating the iTunes store software, the iTunes jukebox software and software in
the iPods themselves,” Jobs revealed. “So far we have met our commitments to
the music companies to protect their music, and we have given users the most
liberal usage rights available in the industry for legally downloaded music.”
With that said, the Apple leader is unhappy with DRM and
outlines three possible forks in the road where digital music may venture from
here. Presently, DRM-protected music purchased at online stores for specific
devices will only work for that one device. Apple, Microsoft and Sony all currently
split the online music stores market.
Apple, being the undeniable leader in the music player
market, has come under complaint that
iPod and iTunes users are forever locked to Apple products—but Steve Jobs
presents and argument saying that such complaints aren’t based on real world
data.
“Through the end of 2006, customers purchased a total of 90
million iPods and 2 billion songs from the iTunes store. On average, that’s 22
songs purchased from the iTunes store for each iPod ever sold,” Jobs detailed. “Today’s
most popular iPod holds 1000 songs, and research tells us that the average iPod
is nearly full. This means that only 22 out of 1000 songs, or under 3 percent
of the music on the average iPod, is purchased from the iTunes store and
protected with a DRM.
“The remaining 97 percent of the music is unprotected and
playable on any player that can play the open formats. It’s hard to believe
that just 3% of the music on the average iPod is enough to lock users into buying
only iPods in the future,” he argued. “And since 97% of the music on the
average iPod was not purchased from the iTunes store, iPod users are clearly
not locked into the iTunes store to acquire their music.”
Despite Jobs’ argument, European consumer groups and
governments are pressuring Apple to open up its iTunes service, or at least its
FairPlay DRM system, to competing music playing devices. The rally originated mid-2006
in Scandinavia, where Norwegian Consumer
Ombudsman ruled that iTunes service breaks consumer protection law. Since
then, Sweden, Denmark, France, Germany
and the Netherlands have joined the continuing
battle to force Apple to open up its DRM.
“We believe consumers have a right to play material
purchased online on a portable device of their own choice … We thus urge Apple
to make substantial progress towards full interoperability until the end of
September 2007,” said the rallying countries in a joint statement. “It is also
a signal to other companies that interoperability is an important issue for
consumers, and that this is something they must take into consideration when
determining their strategies.”
In order for iTunes to be interoperable with other music
players, Apple would have to license its FairPlay DRM technology to current and
future competitors, to which Steve Jobs commented, “On the surface, this seems
like a good idea since it might offer customers increased choice now and in the
future. And Apple might benefit by charging a small licensing fee for its
FairPlay DRM. However, when we look a bit deeper, problems begin to emerge.”
With its FairPlay technology released to a wider circle, new
concerns over security of the technology emerge. Leaks of the DRM’s system
would be inevitable, meaning that it could no longer honor the agreements with
the music companies.
“The Internet has made such leaks far more damaging, since a
single leak can be spread worldwide in less than a minute,” Jobs wrote. “An
equally serious problem is how to quickly repair the damage caused by such a
leak. A successful repair will likely involve enhancing the music store
software, the music jukebox software, and the software in the players with new
secrets, then transferring this updated software into the tens (or hundreds) of
millions of Macs, Windows PCs and players already in use.”
Apple already faces challenges when trying to patch up
security leaks within a closed system, and believes that opening up its FairPlay
to other companies would make it “near impossible” to coordinate a quick repair
of the damage from a leak. Apple’s FairPlay technology was
reverse engineered in October 2006 by Jon Lech Johansen, the same
individual who cracked DVD encryption. Instead of releasing his findings on the
Internet, Johansen plans to develop software to open interoperability
between software and devices, while maintaining the integrity of protected
music.
Finally, Jobs examined the third alternative: to abolish
DRMs entirely, allowing DRM-free music encoded in open licensable formats to be
available at every online stores. “In such a world, any player can play music
purchased from any store, and any store can sell music which is playable on all
players. This is clearly the best alternative for consumers, and Apple would
embrace it in a heartbeat,” Jobs boldly stated. “If the big four music
companies would license Apple their music without the requirement that it be
protected with a DRM, we would switch to selling only DRM-free music on our
iTunes store. Every iPod ever made will play this DRM-free music.”
Jobs reasoned that DRM is ineffectual in what it was designed
to do—halting piracy. He pointed to the “big four” music companies again, and
their requirements for online music to be sold with DRM, and essentially calls
them hypocrites. He presented that in 2006 under 2 billion DRM-protected songs
were sold worldwide by online stores, while over 20 billion songs were sold
completely DRM-free and unprotected on CDs by the music
companies themselves—and those CDs could be ripped and illegally distributed
over the Internet.
If those figures are correct, it would mean that 90 percent
of the music sold by record companies are free of DRM. Jobs sees that the technical
expertise and overhead required to create, operate and update a DRM system that
caters to only 10 percent of music sold provides no significant benefits to the
industry. In fact, he believes that it may be doing more harm than good. “If
such requirements were removed, the music industry might experience an influx
of new companies willing to invest in innovative new stores and players. This
can only be seen as a positive by the music companies,” he said.
The Apple visionary’s lengthy letter is likely spurred
pressures from several European countries. The odd thing is that three of the “big
four” music companies that Jobs keeps referring to are largely controlled by
European corporations. Universal is wholly owned by Vivendi, a French company. EMI
is a British company, and Sony BMG is 50 percent owned by Bertelsmann, a German
company.
“Perhaps those unhappy with the current situation should
redirect their energies towards persuading the music companies to sell their
music DRM-free,” Jobs said, referring to consumer groups who have attacked
iTunes’ DRM. “Convincing them to license their music to Apple and others
DRM-free will create a truly interoperable music marketplace. Apple
will embrace this wholeheartedly.”