Warner Music CEO Edgar Bronfam is unhappy - he thinks Apple is being "unfair" with iTunes prices.

Speaking at a Goldman Sachs event in New York, Bronfam put in a plea for price flexibility, saying: "There's no content in the world that has doesn't have some price flexibility. Not all songs are created equal. Not all albums are created equal."

He stressed that his firm does not seek raised prices for everything, adding that his company believes in a 99 cents (79 pence) per song price for most music - he simply wants to charge more for some songs while admitting some songs, "we'd be willing to sell for less", Reuters reports.

His comments come as the music industry gears up to speak with Apple in spring to discuss continuing the company's music distribution deal with them.

Apple leader slams "greedy" labels

Apple CEO Steve Jobs believes it's too early to raise prices.

"The labels make more money from selling tracks on iTunes than when they sell a CD. There are no marketing costs for them. We are competing with piracy, so it needs to be a fair price: if the price goes up people will go back to piracy," he said in Paris this week.

He also called those seeking higher prices at this stage of the industry's development, "greedy".

Dominance and fear

Analysts observe that Apple's present dominance of the online music business makes the company a hard nut for the labels to crack.

While most industry observers expect Apple's influence will one day wane, they point to the iPod nano as proof that it could last longer than anyone first expected.

Bronfman is preparing to play hardball: "iTunes needs our music as much as we need iTunes," he told Reuters.

Labels love and loath Apple: love for legitimizing and bringing to the mass market a digital distribution business that works; loathe for the dominant market share the company has achieved.