We reported last week on Apple’s launch of iTunes Match in Europe. Later on during Friday, collecting society PRS for Music confirmed its licensing agreement with Apple – its third for a cloud service. “We issued our first licence for a cloud music locker service in 2010 and are proud to be the first copyright collecting society to license Apple’s new, cloud-based services,” says CEO Robert Ashcroft in a statement. “We welcome these enhancements to the way in which people can enjoy their digital music collections and look forward to the prospect of their generating further growth in the sales of music through the iTunes store and increase royalties to the creators we represent.” Meanwhile, UMG director of digital Paul Smernicki has also welcomed the launch. “We believe that it creates a great and seamless experience for music buyers that will ultimately see increased sales and digital conversion.”