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Apple is finally killing iTunes – Rolling Stone



It is the end of a musical era. According to Bloomberg, almost two decades after launching iTunes and destroying the retail store model or the album purchases, Apple is ready to remove the iconic product. During the presentation of the software at its annual World Developers Conference in San Jose, California, next Monday, the technology giant will replace iTunes with independent music, television and podcast applications.

The move, which has been rumored for years, will align Apple's media strategy across the board: iPhones and iPads already offer separate music, TV and podcasts instead of the centralized iTunes application found on Macs and Macbooks. Users can expect the new Music app to offer some of the same functionalities as iTunes currently, such as buying songs and synchronizing phones, with only a more elegant interface that is free of the obsolete and frequently used features of the traditional product.

But the scrapping of the iTunes brand also symbolizes a lot. By delivering its music, television and podcast offerings on three separate platforms, Apple will call attention to itself as a multifaceted entertainment service provider, no longer as a hardware company that sells entertainment through one of its many applications. That is crucial for Apple's future, as the company combines weak phone sales with aggressive growth in its services division. In this year's WWDC, according to various reports, Apple plans to improve other applications, including books, messages and mail; He also announced ambitious plans for programming original videos with the likes of Reese Witherspoon and Steve Carell just a few months ago, in another attempt to increase their content presence in the entertainment industries.

Welcome, since the death of iTunes can be frustrated for users, the software will forever credit the revolution that it designed in the early 2000s. Before iTunes debuted, the music industry was tearing apart trying to fight the exchange illegal files on Napster; Jobs' new product introduced the first sustainable and easy way to listen to music from the digital age. Other companies such as Sony and Microsoft had played with the idea of ​​digital record stores, but they were "technology companies that knew how to build disk players and hardware, but they were companies that had shown Apple's sophistication with respect to software," Warner Music Vice President Paul Vidich recalled Rolling stone In 2013, on the tenth anniversary of the iTunes Store. "It really was necessary for a company to unite these two things and achieve an attractive consumer product."


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