A few months ago, I posted an article discussing Why iTunes Doesn’t Support FLAC Files. I’ve gotten a lot of feedback, both in comments to the article and in emails, from people wondering when Apple will start selling lossless files on the iTunes Store. (These are music files that are the exact equivalent as music on CDs, and Apple could use the format that they developed, Apple Lossless, to provide this quality.)
I think Apple will eventually do this, but that they’re in no hurry to do so. The quality of the AAC files that Apple sells (at 256 kbps) is certainly “good enough” for most uses. If you do the kind of test I discuss here, it’s unlikely that you’ll hear a difference. And unless you have very good audio equipment, then you most certainly won’t.
Nevertheless, many music fans (though certainly a minority) want lossless music files. And, just as Apple has pushed its “Mastered for iTunes” files – which, interestingly, are not always better quality than regular AAC files – they could use the sale of lossless files as a marketing tool.
If so, I think they would do so in a way similar to the way they sell video. Currently, you can choose between SD and HD videos for most movies and TV shows you get on the iTunes Store (older shows and movies in SD only don’t offer that choice). And, when you choose HD, you can choose from two qualities. As you can see below, you can choose from levels of HD quality.
I can imagine that iTunes would offer the option to download lossless or lossy files, perhaps with a premium for the former, as they do for HD video (though they have to keep the price below that of CDs, which, of course, are lossless and easy to import into an iTunes library). And there would most likely be an upgrade option for music you’ve already purchased, as they did when they moved from 128 kbps files to 256 kbps.
But I also think that you would have the option of downloading lossy files as well, notably to use with iTunes Match on iOS devices. Because lossless files are much larger, using them would fill up an iOS device very quickly. You can convert lossless files to lossy versions when syncing to an iOS device, but if you download music directly onto an iOS device, you don’t have this option.
While the market is small, the marketing value is large; if Apple were to offer lossless files, they’d be the first major music retailer to do so. (Many labels that sell their music directly offer lossless files, but no large music retailer does.) I can foresee Apple doing this in the next year or two, after they’ve worn out the Mastered for iTunes campaign.