Beats CEO spent three years trying to convince Steve Jobs to launch streaming music service

Iovine quickly began to realize that music was going to move toward streaming and tried his best to bring Jobs along. “I was always trying to push Steve into subscription. And he wasn’t keen on it right away,” Iovine said. “[Beats co-founder] Luke Wood and I spent about three years trying to talk him into it.” Obviously, that still hasn’t happened, despite recent rumors that Apple will introduce its own streaming service this winter, and it appears that pricing concerns were an ongoing issue for Jobs. “He didn’t want to pay the record companies enough,” said Iovine. “He felt that they would come down, eventually.”