Apple to start a record label?

According to a www.macrumors.com story, they say that Apple, Jay Z and Beyonceare starting a record label.In my opinion, this is the future. Apple gets a their own label and signs their own talent. They can then offer ideal contracts to their talent. The musicians may be able to work out a download percentage from Apple. Lets say with a regular label they would get 4¢ for every download. With Apple's label they be entitled to say 70¢ per download. Thats powerful.Also, Apple would be able to use that as leverage with the other labels who are pressuring Apple to raise their download price from 99¢.The full rumor can be read herehttp://www.macrumors.com/2007/07/15/apple-to-start-record-label-with-jay-z-and-beyonce/-Matson