Apple: Illegal downloads are a challenge for 2010

The director of iTunes Europe, Oliver Schusser has said that the vendors top priority for 2010 is to combat illegal file sharing.

In an interview with the BBC, Schusser cited statistics from the International Federation of the Phonographic Industry (IFPI) reporting that 90 per cent of music downloaded in the UK is stolen.

“Our number one challenge for the sixth year in a row is to continue to convince people that it is better to get content in the legal way than actually steal it from the internet,” said Schusser. “2010 unfortunately won’t be different, we’ll still be working with the record labels and service providers.

“But it is amazing how much progress we’ve made in the past five years. I think for all the people who are willing to pay, and I believe there is a big portion of honest people, we and other services have provided a great alternative for getting music.”