Digital Music: Apple versus Microsoft 99 software didn't allow that. The technology that had blindsided Jobs and his team ­ CD burning ­ turned out to be a benefit, because for those who disliked DRM, which was pretty much everyone, the answer was simple: turn it into a CD and then re-encode it. Ohlweiler points out that the `Heavy DRM' approach Microsoft used also meant the retailer had to manage the DRM protection for each piece of content ­ for ever. `At 99 cents a song, there's only about 10 cents of margin left, after costs. Imagine needing to provide a lifetime of technical support for 10 cents. Apple's "authorized computer" model is much simpler', he explains. `It was only when the industry finally went to MP3s and no DRM that the business finally became feasible for the long term for digital retailers.' The Music Store also took another diversion from Microsoft's model. The record labels wouldn't countenance the use of MP3 (which couldn't be protected). Apple ­ more particularly Jobs ­ wouldn't countenance the use of Microsoft's WMA format. Even though the chipset inside the iPod