The only reason why Apple is remotely involved is because their losing money from traditional sales back when iPod's where popular. They have no choice but to enter the game. If the service was like $5 a month fine; but $10 a month is the difference between a 16GB iPhone and a 128GB iPhone if on one of these installment plans that carriers are trying to push. $10 here and $10 there starts to add up. Factor in netflix, cable and physical media purchases it's bound to get out of hand.