Apple and Jobs have actually been in favor of this for a while, but were prevented from doing it by the music industry. See http://www.apple.com/hotnews/thoughtsonmusic/

Quote: "The third alternative is to abolish DRMs entirely. ... This is clearly the best alternative for consumers, and Apple would embrace it in a heartbeat. If the big four music companies would license Apple their music without the requirement that it be protected with a DRM, we would switch to selling only DRM-free music on our iTunes store."