Following this week’s announcement of DRM-free music from EMI in the iTunes Store, many are calling for a similar plan to offer DRM-free video at the store. Jobs’ stance on video DRM, however, differs greatly from his views on music. During the EMI conference call, Jobs was asked about the potential for a similar DRM lift on video. “Video is pretty different from music right now because the video industry does not distribute 90 per cent of their content DRM free. Never has. So I think they are in a pretty different situation and I wouldn’t hold it to a parallel at all,” Jobs responded.
Due to Apple’s 10 percent share of US music sales, it is in a good position to negotiate with the music industry. This is not the case when it comes to video, where Apple has yet to prove itself. “No movie studio would ever support the iTunes store if it was clear that Jobs would be pushing them to remove DRM,” said James McQuivey, a principal analyst at Forrester Research.