I ’ve been giving some thought to the future of iTunes and I ’ve reached the close that , well , it plausibly does n’t have one . Sorry to be the bearer of forged news and all that .
Almost two years ago , around the clock time Apple was flap out Apple Music , I reasoned that it was a good opportunity tobreak up iTunes , the app — which , if you ’re keep sexual conquest , did n’t fall out . But the longer I ’ve considered the matter , the more I ’ve follow to think thatthe name iTunesis due to hinge upon into the sundown . And how about this for verification : Apple just rebranded iTunes Podcasts as Apple Podcasts . iTunes , your days are numbered .
What’s in a name?
Starting with the release of the iMac , Apple jumped wholeheartedly on its “ i ” stigmatisation . But over the years , the overloaded prefix has become a liability . Originally , the i stood for cyberspace , but in this day and age where the internet is simply part of daily life history , it look as outdated as a Flower Power iMac . Over the years it ’s not only becomeeasily mock , but also adopted by mickle of other companies hoping to jerk their wagons to Apple ’s brand — so much so that when Apple want to declare the iPhone , it had to occupy in a bit of gamesmanship with Cisco , which possess the iPhone stylemark .
While Apple has not managed to completely scratch the i from its lineup — and probably wo n’t so long as the iPhone is around — it has stress to back off from it . Thus we get generic name products like the Apple Watch and Apple TV , as well as software like Pages , Numbers , Keynote , Clips , and so on . Apple relies on the strong point of its overarching corporate brand to make its products stick out out , even if that means that searching for them online becomes an exercise in frustration . ( What do you think of you have a problem with “ Mail ” ? )
iTunes has had a good run . At one time iTunes was the generic hallmark for buy medicine online , the Kleenex of medicine stores . But iTunes ’ reputation is n’t all sterling . For Mac user , it ’s becomean amalgamate animate being of an applicationthat seems to never work like it should . For Windows users with iPhones , it ’s a necessary evil ( though less ask as iPhones have become more ego - sufficient ) and thepunchline of jokes .
On iOS , meanwhile , you ’d be excused for blinking and neglect iTunes . surely , the iTunes Store exists , but Apple ’s music - playing app has always been a separate affair , first dubbed iPod and now but Music . And with the creation of Apple Music — not to mention contend music subscription services — these days “ iTunes ” is n’t even the lucid default for getting new music on your sound . So there ’s little reason for Apple to hang to the iTunes nickname on either political program .
Tuning out
But if iTunes vanish , what takes its place ? Well , the easy response is Apple Music . Apple ’s already been pushing Apple Music hard as a brand , and there ’s no reason to expect that to exchange . The company would in all probability knight iTunes the “ Apple Music Store ” to differentiate it from the subscription religious service . As for all the other capacity on the iTunes Store mightily now , you just have to front at the examples the company has already coiffure to draw a straight line to Apple Movies , Apple Podcasts , and Apple TV . ( Which could be confusing , amount to think of it , since there ’s both a set - top boxanda TV app . )
The biggest downside to drop the iTunes marque is losing the instant recognition that fall with it , but Apple is the world ’s strongest brand , easily eclipsing all its own subbrands , so that fallout ought to be comparatively limited .
In the end , ditching iTunes would be positive for Apple . travel on from a bequest marque would give the company a unfermented start with users and potential customer alike . It also gets to give Apple Music some room to respire , without the iTunes firebrand looking over its berm . Perhaps the party can even find oneself a way to modify the conversation about on-line music again .
All of those would be welcome developments — just as long as it does something about iTunes on the Mac while it ’s at it .
