New approach for iTunes?

Apple is said to be in talks with record companies about changing how iTunes customers can access and use music they've purchased.
Apple is seeking licensing rights that would allow them to provide a permanent backup of music purchases, and allow downloads to multiple devices linked to the same iTunes account.
iTunes, which became the top US music retailer in 2008, and accounts for about two-thirds of all digital downloads in the U.S., is facing increased competition from streaming services like Pandora, new Web-based services like Spotify, Rdio, and MOG.  They are also facing Amazon's shift to DRM-free downloads that do not place limits on how or where music is used by consumers. They argue that expanding digital rights might revive the recently stalled growth in digital downloads.

Source: "Apple is Said to Negotiate to Allow Unlimited Downloads of Music Purchases" Bloomberg