...herald big changes to iTunes, by far the largest site for paid downloads of digital music. It would stop short of adopting...could allow Apple to save costs on its current e-commerce engine, one person familiar with the talks said. Appleās deal, a relative rarity, could also allow it to improve social tools on iTunes, allowing users more flexibility to recommend...when Google began directing people looking for songs on its searchengine to tracks on their sites. The potential diversification...By Andrew Edgecliffe-Johnson in New York and Joseph Menn in San Francisco