Apple wants to improve the quality of their music downloads. According to Apple's iTunes, music is originally captured in studio recordings in a 24-bit high fidelity audio format. Before they are transferred to CD or to online retailers, they are downgraded to 16-bit files.
The music would then mostly likely be sold at a premium price. There is definitely value to improving the music quality for customers. If Apple incorporates these changes in iTunes, other music retailers will sure follow.

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