What leads me to that belief is the rumored Cocktail and CMX initiatives. According to the Financial Times, Apple has engaged with EMI, Sony Music, Warner Music, and Universal Music Group to bundle interactive booklets with album downloads from the iTunes Store. Unlike the PDF digital booklets bundled with a few albums, these interactive booklets will be more broadly available and, along with lyrics, photos, and liner notes, include interactive elements (possibly playing albums outside the iTunes environment). Meanwhile, according to The Guardian, the record companies are at work on a competing standard called CMX, which will offer the same sort of capabilities.