Apple has announced that they will start selling full tracks via their new store : iTunes Wi-Fi Music Store.

This store enables consumers to browse, search, preview, purchase and download music from the iTunes digital storefront directly to their iPod Touch or iPhone devices via a Wi-Fi connection. Apple also introduced a ring tone customization service–users may select 30-second segments from over a million participating tracks, setting personalized fade in and fade out points and syncing the resulting ringer with the iPhone.

They therefore completely bypass the MNOs by using WiFi to sell content on their iPhone. It will be interesting to see 1) how the MNOs react and 2) whether other content providers will as well take the WiFi route… which in the end is nothing more the independant, off deck mobile internet.

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