In a move which can only be described as unsurprising, Apple has officially announced plans to lower the price of its iTunes Plus offerings (AKA iTunes sans-DRM) to $.99, instead of the higher-priced premium of $1.29. Old Jobsy claims that the decision was made due to the popularity of the unlocked, higher quality tracks with customers, saying, "It's been very popular with our customers, and we're making it even more affordable." Of course, it also seems likely that iTunes and Apple are feeling the burn from the new wave of DRM-free music providers, like Amazon , and the persistent rumors / news of former playmate Universal amassing an " anti-iTunes " which could seriously compete with the Cupertino monolith's business. Sure, it's the third-largest retailer of music in the US, but there's always someone creeping up from behind -- just ask Irv Gotti.: Apple press release makes it really, really, super duper official.