I was just reading a couple of posts about Apple here and here

And I was reading the other day about how the music industry has figured game over as far as downloads are concerned. Apple won of course. The music industry - quite reasonably - thinks that it knows best about what it does. I say quite reasonably, knowing full well that the reality is that they actually dont know what is best. If they did they would have figured out that the digital realm is where it is at and that CD's are overpriced a long time ago.

But - to the point - the other day I had a meeting with the CEO of a small start up in Sydney. He has had some discussions with Apple in the US suggesting that they should open up their DRM in order to make it easier for other companies to work with iTunes. The response was that they would, but download business models are morphing so rapidly that if they opened up the DRM they would be forced to stick with it. And they want to be able to change it on the fly.

I dont know whether this is just a neat answer from Apple to keep the outside at bay, or something really important to consider right now. What it seems to indicate is that if you can do the great trick that everyone wants to do - that is enter a market and dominate it absolutely - then you would absolutely also need to be changing the business model as rapidly as you issue software upgrades.