When Apple bought Beats for the crazy amount of money they bought it for some people questioned their motives. Some even thought they were crazy however, the latest rumor about their plans to merge Beats Music into iTunes makes their reasoning much clearer. With the rise of streaming services there has been a steady decline in digital music sales so instead of creating an entirely new service to compete with the likes of Spotify Apple decided to go out a buy one instead. Sources are reporting that Apple are currently talking with the big record labels to secure a deal where users would pay $5 for a monthly streaming subscription. If they manage to broker this deal and offer it to new consumers along with their astonishingly large pool of users that already use iTunes, 800 million, then I think it”s pretty safe to that Spotify who charge $10 may find it hard to survive.