Southwest Airlines Inflight iTunes Access: What About Customers Without Apple Devices?

I found this article in Variety interesting and puzzling.

Site offers flight entertainment – Southwest Airlines partners with Apple’s iTunes

Southwest Airlines’ partnership with Apple to allow in-flight iTunes purchase interesting. Passengers will be able to buy and download songs and videos from iTunes while in their through Southwest’s InAirtainment service.

But, I’m a little puzzled by how this excludes customers who use non-Apple mobile devices. My guess is Southwest Airlines will work a deal with Amazon and other content providers to service their non-Apple toting customers in the future.