The CEO of Sony Computer Entertainment, Michal Ephraim, says his company eventually hoping to stop selling music through the iTunes Store. The company has been globally rolling out a service called Music Unlimited, which differs from the iTunes Store in being based on streaming subscriptions. "If we do [succeed with Music Unlimited], then does Sony Music need to provide content to iTunes?" Ephraim tells Australian newspaper The Age. "Currently we do. We have to provide it to iTunes as that's the format right now."
