The rate may be poor for the musician, but the question is why should Apple pay a higher rate than any of the other streaming services? That hardly seems fair or acceptable, as far as Apple is concerned.
The post reports that Apple wants better licencing rates, which I read to be paying less to Sony. It's very fair
Also, why should Sony feel compelled to enter into a streaming agreement with Apple? Sony want a price that Apple weren't willing to pay, therefore no transaction took place. You can say that sales might increase through directing through the iTunes stores, however that particular deal would mean Sony get less revenue on streams than Pandora and Spotify, then Apple takes 30% of the album revenue through iTunes anyway.
Sony have many vested interests. They sell music players, music, desktop machines, laptops, tablets, smartphones. What possible incentive is there for them to bend over and accept a worse offer on streaming when the whole deal threatens their music player/tablet/smartphone/content business model?
When Apple offers enough money, Sony will give access to the content