Jobs leveraged the popularity of the iPod with iTunes (which, by the way, is not allowed to talk to any other program under normal circumstances) to make Apple a ton of money. As was the case with iPhone, Apple was big enough to force the hand of the industry-controlling posse into accepting things on its own terms. While they eventually rolled out DRM free, this should be a basic expectation and does not qualify Apple for bonus points. For years they sold exclusively DRM'd content while there were others attempting to make it on DRM-free platforms.

And by the way, afaik (not an iTunes user), television and movie content is still provided exclusively in DRM'd formats.