In April 2003, Apple transformed digital music forever with the launch of the iTunes Store. What started as a Mac-only platform offering 99-cent song downloads quickly became the world’s largest music retailer — and a major turning point in music consumption.
The launch was an immediate success. Apple sold 275,000 songs in the first 18 hours, and over 1 million within a week. What made iTunes revolutionary was its simplicity: songs were easy to buy, affordable, and legal. The platform quickly became synonymous with digital music ownership.
By 2010, Apple was the largest music seller worldwide, eclipsing even physical music stores. Users could also buy albums, with most priced at $9.99. Apple ran promotions and free song giveaways to keep users engaged.
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Over time, the iTunes Store evolved beyond music. Before separate apps were created, users could purchase apps, movies, books, and more — all through one centralized digital store. It wasn’t just a music platform; it was Apple’s gateway into media.
Then came the streaming era. Spotify, which launched in the U.S. in 2011, changed how people listened to music. Instead of buying songs, users began subscribing. Apple responded in 2015 with Apple Music, a service that eventually overtook downloads as the company’s music priority.
By 2016, streaming generated over 50% of music industry revenue, while digital sales declined. Apple began shifting away from the iTunes brand, breaking it into separate apps on macOS Catalina in 2019.
As of 2024, Windows users now access music, TV, and devices through three new dedicated apps, officially phasing out iTunes in its original form. On iPhones, however, the iTunes Store remains accessible to users who still prefer buying their music.
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After 22 years, the iTunes Store may not hold the spotlight it once did — but its legacy continues through every downloaded track, purchased album, and song that shaped a generation.