America is moving away from buying music to paying for subscription services like Rdio, Pandora and Spotify.
Apple dominates the music selling market with their iTunes platform. They are now rumored to be close to launching their own streaming service that could be offered under the same iTunes brand.
Apple needs this to stay relevant in the music selling business. New generation of mobile users are more comfortable having access to millions of songs for a fixed cost per month.
Streaming lets you access these songs for the cost of around 10 MP3 purchases.
Apple said to be already in talks with the music labels. Would be interesting to see if they are ready to announce it on September 12.