Indeed Lowe’s tenure is noted by WSJ, with the report suggesting a celebrity DJ radio service will be provided too. It has since been sprucing up its musical assets, hiring renowned BBC DJ and tastemaker Zane Lowe, as well as acquiring a London-based music software company Camel Audio.

The monthly subscription of US$10, however, is markedly higher than the average spend of an iTunes consumer, which averages out at around US$30 a year – convincing people to spend four times that won’t be easy.īut Apple is clearly committed, following its acquisition of Beats Electronics from Dr Dre and Jonny Iovine last May for US$3bn. The company is ready to “cannibalise its download business in favour of streaming” according to the WSJ, with a potential prompt appearing when iTunes consumers purchase albums that will suggest the new, streaming option. Now, with streaming the only true growth area of music at the moment, but as yet not the most profitable way to do business, Apple is looking to move the goalposts once again. ITunes’ introduction back in 2003 saw Apple change how consumers bought music, moving away from tangible hard copies to online, easy purchasing. Apple is set to announce its new streaming service, priced at US$10 a month, at the upcoming Worldwide Developer Conference (WWDC), targeting non-iOS users and “cannibalising” its iTunes service.Īccording to a report in the Wall Street Journal, the tech giant is looking to revolutionise the music industry for the second time in a dozen years.

New itunes streaming service