Is $9.99 really too much to pay for all the music in the world?

Yep.

Sources say Apple is talking to the big music labels about a new set of rights and features it would like to include in a revamped version of the Beats Music service it bought earlier this year. Among the things Apple wants is a new pricing structure that would allow it to sell the service for less than the $10 level it’s at now.

Apple Asks Music Labels For Cheaper Pricing for Streaming Service | Re/code

In a perfect Apple world a $350 watch can be used to control your $700 phone that powers $300 headphones pumping out music that cost less than $10 a month. It all makes perfect sense.