. >> hang on, i want to bring in apple and john irwin, the former president of rhapsody which was the first subtraction service to offer unlimited streaming service for a flat they. what does it mean for you guys? is this more competition? apple,s a signal that not surprisingly in some sense, has seen the writing on the wall that the future is in subscription and the future is in streaming. it's surprising in the sense that you have apple as a company were steve jobs traditionally and very strongly suggested that people will always want to own their music and they won't want to rent their music. this is a sign of a turning of the tide. it's a turning of the tide driven by what john just mentioned, growth in the streaming subtraction businesses over the last three years and the flattening and a decline in the first quarter of almost 14% in the sales of downloads. alex, you say this smacks of desperation, why? >> it is a bit concerning that apple could not do something like this on its own. as john pointed out, it has a history of acquisitions but they are smaller that augment forces al