Isn't it rathwr unlikely they dictated anything to Apple, as Apple isn't, and wasn't exactly at the brink of bankruptcy. They could have chosen a different path.
It is probably more likely, looking at the history of a couple of different online movie/music services, that Apple simply decided to play ball with the media companies to get better deals, and earn more money. Simultaneosly getting a foot in the door to stop the "rebel" companies entering the scene, crashing the media industries party, and Apples too.
While Apple with their positioning obviously has a lot to win on being the #1 choice of the media giants, I believe they went there quite willingly.
It is probably more likely, looking at the history of a couple of different online movie/music services, that Apple simply decided to play ball with the media companies to get better deals, and earn more money. Simultaneosly getting a foot in the door to stop the "rebel" companies entering the scene, crashing the media industries party, and Apples too.
While Apple with their positioning obviously has a lot to win on being the #1 choice of the media giants, I believe they went there quite willingly.