Apple or Amazon: Who will you buy your tunes from? announced its much awaited DRM free music service today – starting with who else, but EMI Music’s catalog. They have other labels signed up as well, though the three other major labels are still sitting on the fence. Amazon and Apple are the two big companies pushing DRM (unprotected if you may) music downloads.

Amazon’s move is being viewed as a direct challenge Apple and its iTunes domination. (Not for the first time though, with little success in the past.) That is a good thing – especially so if Amazon continues with its discounting strategy and offers music for everyday low prices – in order to get market share.