Probably going to be the same thing as in Denmark... which is why the labels fear them.
The point is that you can't launch iTunes in a country without a critical mass of local music. However, once iTunes is in, they crush the competition by vertical integration (you can get you local favorites, and the enormorous international catalog too). Thus the locals hold out for as long as possible, and even try to strike back with their own offerings.
Here they held out for a long time, and iTunes launced with just a tiny bit of Danish music. The local label conglomerate made big bold talk about launching their own solution, yadayada... Turned out the most popular artists were on independent labels, and really wanted their stuff on iTunes. There you go: Now you can get almost anything you want in Apples store.
This is far form unique to Denmark. Same thing recently happened in Japan, if memory serves me.
And this is what the labels fear! As I wrote in a previous post on the esubject, the labels do not like the idea of Apple as the magic monster store o' music, as it makes them invisible, and hastens the day when they become irelevant.