Instead, the company is concentrating on developing its own distribution strategy, launching a music streaming service called Music Unlimited to compete with iTunes, according to an interview in The Age.
”Publishers are being held to ransom by Apple and they are looking for other delivery systems, and we are waiting to see what the next three to five years will hold,” Sony Computer Entertainment CEO, Michael Ephraim told the paper.
Such a move by Sony, which is the world’s second-largest record company and maintains a sizeable stable of artists, would see music from mainstays such as Madonna, Michael Jackson, The Strokes and Bob Dylan disappear from iTunes.
The most recent decision follows’ Apple’s rejection of Sony’s reader app, requesting that it be modified to take advantage of Apple’s in-app purchase system. Sony also published a statement saying it has “reached an impasse” with Apple and is now “exploring other avenues to bring the Reader experience to Apple mobile devices.”
Music Unlimited, which is already streaming live to Sony TV’s, PS3s, PSPs and Blu-rays all over Europe, takes advantage of cloud-based system which runs off the company’s own servers.
Apple itself is widely tipped to launch a similar service under the iTunes brand sometime this year.