Financial Times:

Sony will begin its latest attempt to fight back against Apple’s dominance in the digital media field on Wednesday, when it unveils a new music and video subscription service to run across a range of its devices.

The announcement is expected to be made in Berlin at the IFA technology show, just hours before Apple’s own music-themed press conference in California, which is expected to include updates to its iPod, iTunes and Apple TV products.

Sony started with an ad campaign and is now planning to announce a “me too” service on the day of Apple’s announcement. It’s an interesting strategy, I’m not sure if it’ll get much attention from the announcement. It’s unfortunate that they couldn’t get this announced before Apple’s event.