Apple is pursuing talks with several record companies to give its iTunes customers unlimited downloads of music they purchase across a range of different devices, a report published by Bloomberg claims.

According to the report, Apple is negotiating with Vivendi SA’s Universal Music Group, Warner Music Group, EMI and Sony Music Entertainment to allow iTune users to repeatedly download purchased music on multiple devices.

The deal would offer iTunes customers more flexibility as it would allow customer keep their music in the cloud, rather than on a local device. In addition, it would allow users to download music to the iPhone, iPod and iPad devices connected to the same iTunes account.

Apple is making efforts to maintain demand for digital downloading as popularity for Internet services like Pandora is on the rise. Pandora allows its customers to stream music from the Internet on any device.

Apple acquired music-streaming service Lala in 2009. Some observers guessed that Apple would use Lala to foray into cloud-based music, but Apple closed Lala last year. Apple started selling tracks via iTunes in 2003 and surpassed Wal-Mart Stores Inc to become as the United States’ music retailer in 2008.

As per figures compiled by research firm NPD Group Inc, Apple’s iTunes accounted for 69 per cent of all digital downloads in the United States in September last year.