Lessons From iTunes’ Variable Pricing Failure

What happens when you start charging more than 99 cents for a legal download on iTunes?

Well, if you're a record label you are convinced that it will make you a lot more money.

In theory, the big hits sell for more and the catalog items get a boost on the other side -- lower prices, more volume.

If you are Apple CEO Steve Jobs, you know that the 99 cent threshold is holy and cannot be breached but you eventually let the labels get their way after stonewalling them for years. After all, Jobs knows that most music is stolen not purchased and his company is going to continue to sell iPods, iTouches and iPhones no matter&hellip