Some slight insights into how Apple’s iTunes team thinks this morning within a BBC interview with Apple’s senior director of iTunes Europe, Oliver Schusser, who maintains the mantra that the music service isn’t competing with other services, but with file-sharing - and thinks it’s doing a pretty good job.
“Our number one challenge for the sixth year in a row is to continue to convince people that it is better to get content in the legal way that actually steal it from the internet. That's really what's driving us to make iTunes better and to have more content and offer exclusive content,” he reveals.
He notes that despite the profligate nature of file-sharing, but stresses the existence of “a big proportion of honest people”, for which
