The new iTunes Plus offers DRM-free music tracks encoded in AAC at 256 Kbps for $1.29 per song. Plus launches with EMI's digital catalog, including singles and albums from Coldplay, The Rolling Stones, Norah Jones, Frank Sinatra, Joss Stone, Pink Floyd, John Coltrane, and more than a dozen of Paul McCartney's classic albums.

"Our customers are very excited about the freedom and amazing sound quality of iTunes Plus," Steve Jobs, Apple's CEO, said in a statement. "We expect more than half of the songs on iTunes will be offered in iTunes Plus versions by the end of this year."

A Digital Milestone

With the release of iTunes Plus, customers can download tracks from EMI artists without limitations on the type of music player or number of computers on which the purchased songs can be played. The iTunes Plus songs will play on all iPods, Macs, Windows PCs, as well as many other digital music players.

The iTunes store will continue to offer its entire catalog, currently over five million songs, in the same versions as today -- 128 Kbps AAC with DRM -- at 99 cents per song, alongside the higher quality iTunes Plus versions, when available. Customers can upgrade their library of previously purchased EMI content to iTunes Plus tracks for 30 cents a song, or $3.00 for most albums.

EMI called the launch of the DRM-free iTunes content a significant milestone, and NPD Group analyst Russ Crupnick agreed. He predicted DRM in the digital world might eventually cease altogether for two reasons: higher price points are favorable to the industry and DRM-free content could open up new sales avenues.

"DRM-free music is a way of getting more people into the practice of buying digital music. The hope is that other music stores could offer content that would get more people into the whole digital music arena," Crupnick said. "To me, that's the next important step. We've got a lot of early adopters coming in. But how do you start to mainstream digital music? This might help."

Continuing Education

Apple didn't stop there. The company also announced the launch of iTunes U, a dedicated area within the iTunes store featuring free content such as course lectures, language lessons, lab demonstrations, sports highlights, and campus tours provided by top U.S. colleges and universities including Stanford University, UC Berkeley, Duke University, and MIT.

"iTunes U makes it easy for anyone to access amazing educational material from many of the country's most respected colleges and universities," Eddy Cue, Apple's vice president of iTunes, said in a statement. "Education is a lifelong pursuit and we're pleased to give everyone the ability to download lectures, speeches, and other academic content for free."

Created in collaboration with colleges and universities, iTunes U aims to make it easier to extend learning, explore interests, learn more about a school, and stay connected with an alma mater. The move demonstrates Apple's intent to make iTunes more of a community, according to Richard Doherty, an analyst at Envisioneering Group.

"Apple has traditionally played a strong role in the public school system and now iTunes U goes up the ladder a little bit by offering a music interface that gives people access to content that's not always easy to get," Doherty noted. "We're entering into a phase of our economy where education is becoming more important, so this is a wonderful move for people."