Rumours are escalating on the web that Apple is to offer a monthly subscription service that would offer users an "all you can eat" service to its iTunes store.

The move would pitch it up against Napsters' To Go service as well as Virgin Digital in the UK whereby customers can download an unlimited amount of music for a reccuring monthly payment.

Fuelling the rumours is the recent announcement from Apple over its Complete My Album feature in iTunes that allows customers to buy albums at discounted rates if they have already bought singles from the album and the fact that the company has has toyed with the idea several times before with its Multi-Pass last year.

Blogs and business journalists have now begun issuing serious suggestions that Apple is moving to a subscription service for its iTunes within the year.