What Apple does, imitators must do likewise to compete. If it's 99 cents at iTunes, who can charge more? It's no mystery that record companies view Apple as the tail wagging the dog. By pushing for variable pricing, they now can offer the best wholesale price to the marketplace they favor -- effectively removing the stranglehold of Apple.
It's amazing, in retrospect, to see how much foresight Steve Jobs has. In his ardent negotiations, he would not budge off the one-price model. Now that he is on leave (though titularly involved), we can see matters though his eyes, when he was the one with whom others had to negotiate directly.