Labels are reportedly demanding that the monthly price of Apple's upcoming streaming service, said to be offering a subscription-only tier, rise from a suggested $7.99 to $9.99.

During negotiations for licensing the service, executives are standing firm over the value of their catalogues, and hoping to use Apple's service to help convert music consumers back to a paid-for model, according to Billboard.

Competitors such as Spotify and Deezer offer users free tiers, but with advertising in between tracks. ...