By the beginning of 2007, every music service that wasn’t iTunes had failed to gain traction. The record labels wanted Apple to license FairPlay. Apple refused and Steve Jobs posted “Thoughts on Music” to the front page of Apple.com where he gave the music labels an alternative - license their music to everyone DRM free.
https://macdailynews.com/2007/02/06/apple_ceo_steve_jobs_pos...
> The third alternative is to abolish DRMs entirely. Imagine a world where every online store sells DRM-free music encoded in open licensable formats. In such a world, any player can play music purchased from any store, and any store can sell music which is playable on all players. This is clearly the best alternative for consumers, and Apple would embrace it in a heartbeat
The record labels wanted Apple to give them a cut of each iPod sold, allow variable pricing and allow more music to be bundled instead of sold as singles. Apple refused. Some other places like Amazon and MS acquiesced.
Apple then released the iPhone. But didn’t have the rights to sell music over cellular. Both sides came back to the bargaining table and by 2009, iTunes music was DRM free.
It's mostly devs who obsess over the downloading and running of programs as if it's a great torment. Users don't care much. They're happy to go grab things from app stores or even just download and run them. Notch was able to buy a massive mansion in Beverly Hills on the back of people downloading and running his Java desktop app.