Apple recently announced that it will be removing iTunes music downloads from its online store. This decision marks a major shift for the tech giant, which revolutionized the music industry when it launched the iTunes Store in 2003. For nearly two decades, iTunes has been the world’s largest music retailer, offering millions of songs for purchase and download. But with streaming services like Apple Music now dominating music consumption, iTunes downloads are becoming increasingly obsolete.
While Apple frames this move as part of its natural progression into the streaming era, the decision has still shocked many users. iTunes helped introduce much of the world to legal digital music and became central to many people’s music libraries and listening habits. For longtime iTunes users with large music collections, the upcoming changes raise challenging questions about what will happen to music they legally purchased through iTunes.
Why is Apple phasing out music downloads?
There are several key reasons why Apple is shutting down its iTunes music store:
Streaming is now dominant – Music streaming revenues surpassed downloads in 2015 and that gap has only widened since. Streams accounted for over 80% of global music industry revenues in 2019. With most listeners now preferring unlimited on-demand music via streaming, download sales have plummeted.
Apple wants to promote its streaming service – With iTunes downloads declining, Apple is looking to boost its own streaming platform, Apple Music, which launched in 2015. Removing iTunes downloads may help direct more users towards Apple Music subscriptions instead.
Downloads are becoming less relevant – In a streaming world, owning digital files has become less important for most casual listeners. Apple is simply adapting to current consumption preferences.
It consolidates Apple’s media services – With movies, TV, music, podcasts, and more now streamed via Apple apps, shuttering iTunes downloads streamlines Apple’s offerings into their streaming platforms.
What will happen to previously purchased iTunes music?
For now, Apple has said that users’ existing iTunes libraries will not be affected. However, some changes are still in store:
Accessing iTunes downloads – iTunes purchases will soon only be viewable in the Apple Music app, not the iTunes app. The iTunes Music store is closing entirely.
iCloud integration – Users will be able to access their iTunes music in the Apple Music app by syncing with iCloud. iTunes Match subscribers can match their downloads by uploading their library.
New download access limits – Apple will impose new restrictions on how users can download previously-purchased music. Songs will have a download cap and expire after a certain amount of time.
Ultimate fate unclear – Apple has not given a concrete long-term plan for access. With no way to buy songs, existing libraries could potentially face removal too.
What are the concerns over Apple’s move?
While streaming is now the norm, Apple’s iTunes shutdown raises many concerns for consumers:
Inaccessible music libraries – Users risk losing access to music they paid for and downloaded through iTunes. Apple’s restrictions create uncertainty.
Ownership concerns– Streaming does not provide music ownership. But iTunes purchases were seen as permanent digital assets.
Vendor lock-in – Apple is coercing users into their ecosystem with no way to buy downloads elsewhere.
Planned obsolescence – Apple appears willing to make old purchases obsolete to push streaming instead.
Internet and device requirements – Streaming depends on having an internet connection and Apple device. Downloads offered portability.
The Rise and Fall of iTunes
The launch of the iTunes Store
When Apple launched the iTunes Store in April 2003, it radically transformed how music was sold. iTunes offered MP3 downloads for just 99 cents per song or $9.99 per album. Songs could be legally downloaded from the iTunes catalog on desktop computers.
This model offered huge benefits compared to illegal peer-to-peer sharing networks like Napster:
– Simple and affordable access to millions of songs
– Fast downloads compared to slow P2P speeds
– High audio quality
– Convenience of managing music through iTunes software
The iTunes Store debuted with 200,000 tracks but soon ballooned. By passing key milestones like 10 million sold by late 2003, Apple ensured major record label support. This growing catalog, ease of use, and integration with Apple’s iPod made iTunes the premier music platform of the 2000s.
iTunes ushers in the download era
iTunes downloads exploded through the 2000s, eclipsing physical music sales by 2011. At its peak around 2012, iTunes was selling over one billion downloads annually. Digital took over as the primary music format.
Downloads appealed to consumers for several key reasons:
– Ownership – Users could build permanent libraries of purchased music
– Portability – MP3s could be loaded onto iPods and other devices
– Affordability – 99 cent songs democratized access for casual listeners
– Album sales – iTunes boosted full album sales figures as well as individual track sales
– Mainstream alternative – Offered an easy legal alternative to piracy
The streaming era begins
Beginning in the 2010s, on-demand music streaming started disrupting download sales. Services like Spotify, SoundCloud, and Apple Music offer unlimited access to vast catalogs of music for a monthly subscription, playlists, radio streaming, and more.
Although Apple launched its own Apple Music streaming service in 2015, streaming’s rise still eroded iTunes revenue. Global download revenue peaked at $9.4 billion in 2012 then declined steadily. Streaming became music’s primary format led by Spotify, YouTube, and Apple Music.
Apple strategically shifted focus to streaming in recent years. In 2019, Apple announced it would close iTunes as a standalone desktop app. Earlier media functions like video and podcasts were split into other Apple apps. The Apple Music streaming app replaced iTunes as the core music hub across Apple devices.
The Fall of Downloads
Why are music downloads declining?
There are several key reasons why music downloads have plummeted:
Streaming’s convenience – For most listeners, streaming offers better convenience and portability than digital files. Offline listening and playlists provide access anywhere.
Endless choice – Streaming catalogs dwarf even the largest download libraries. Users enjoy unlimited music discovery.
Curated playlists – Platforms like Spotify offer personalized playlists based on ears and tastes. This provides instant, enjoyable music.
Cost – At $10/month, streaming costs less than constantly purchasing albums and tracks.
Social and data aspects – Streaming builds music profiles, follows friends, and integrates with social media. Downloads offer less community.
How are listening habits changing?
Beyond declining download sales, streaming has transformed listener behavior more broadly:
– Less ownership – With streaming access, owning files is less important. Users have less attachment to music they don’t “own.”
– More passive listening – Playlists and radio make listening more passive. Less active “collection” of music.
– Less albums – Streaming caters to singles. Full album listening is down.
– Shorter attention spans – Streaming data shows users quickly skipping between songs and playlists.
– Music collections as profiles – Users build public streaming profiles showcasing their tastes rather than private, offline collections.
– Following algorithms – Suggested playlists, radio, and autoplay features encourage following platform algorithms rather than choosing owned music.
The Future of iTunes Libraries
Can users keep listening to iTunes purchases?
Apple has promised users will still be able to access their existing iTunes downloads after purchase support ends:
– Downloads will still exist in local libraries on synced devices
– Users can upload local libraries to iCloud to stream via Apple Music
– iTunes Match subscribers can match their library to the Apple Music catalog
However, Apple has imposed download limits for matched/uploaded songs:
– 100 downloads per matched song
– 100 streams or downloads per uploaded song
– Music expires from iCloud after 1 year without a play or download
These changes make many users uneasy about losing long-term access to purchases.
What are Apple Music download limits?
For songs that users upload or match to Apple Music from iTunes, Apple imposes the following download limits per song:
– 100 downloads – You can download each purchased song to devices 100 times total
– 100 streams or downloads – You can stream a song 100 times or download it 100 times before it expires from iCloud
– 1 year expiration – Any song not played or downloaded for 1 year expires from your iCloud library
Previously, iTunes purchases were seen as permanent digital assets. Now Apple has unilaterally imposed expirations and limited ownership.
How do users feel about the changes?
Many iTunes users are concerned or angered about the upcoming changes:
– They dislike ceding ownership of purchases to streaming access
– Streaming limits undermine the permanence of digital files
– Apple is dictating expirations and limiting downloads against user wishes
– There is uncertainty about keeping purchased music long term
– Switching hardware or music platforms will be harder without owned downloads
Overall, many users feel Apple is too coercively pushing them into streaming subscriptions and eroding the ownership once promised by iTunes downloads.
Conclusion
The closure of iTunes music downloads marks the end of an era. While streaming has clearly become music’s primary format, Apple’s discontinuation of song purchases has wide implications. Longtime iTunes users are rightfully concerned about retaining access to purchases they made in good faith.
Streaming’s current dominance reflects the tastes of younger generations. But for older segments of Apple customers, downloads still hold great appeal. Owning music with no limits or expirations provides important benefits streaming lacks.
Ultimately, Apple is hoping to migrate its entire user base to Apple Music subscriptions. But for many users, that transition represents an unacceptable loss of ownership and control. Apple should preserve user access indefinitely or provide fair refunds. By deleting purchases without consent, Apple risks permanently alienating portions of its loyal customer base.