"It's been very popular with our customers, and we're making it even more affordable," Apple's CEO said in an interview cited by the WSJ. Apple launched iTunes Plus with music from EMI in May at a 30 percent premium that standard iTunes songs, which are can be played back on any number of iPods, but are limited to five authorized computers. Although Apple has continued to enjoy success in music sales--now the third largest music retailer--Amazon and Wal-mart have tried to gain market share with lower pricing for DRM-free songs. Amazon offers music for as low as 89 cents a song and has a wider selection of DRM-free music, the report said. Wal-mart sells music for 94 cents a track, but both have failed make inroads into iTunes' dominance.