Competition from the likes of Amazon, Wal-mart and Best Buy in the US has forced Apple to review its pricing startegy.
The Financial Times is reporting that iTunes has dropped the unit price of DRM-less MP3 songs to USD 0.99.
Apple has launched the iTunes Plus service in the UK but sadly, there's no price reduction in sight for UK customers who will have to fork out £0.99 (that's twice the US price) to get the priviledge of listening to their music in an unobtrusive way.
Apart from the lact of Digital Rights Management, iTunes Plus songs also have a higher quality, 256kbps AAC encoding, twice better than the standard 128kbps.
The news come a few days after rumors of an unholy alliance between record labels to topple iTunes, were revealed.