During its annual Worldwide Developers Conference (WWDC) held in California, Apple announced that iTunes is shutting down. Mac users will be introduced to three separate apps for music, television, and podcasts. Launched in 2011, iTunes was indeed one of the most widely-adopted pieces of software that changed the way we consume digital goods. Now, it is bidding goodbye but not quite. The iTunes Store will still be incorporated as a tab within the Apple Music App. On the other hand, the iOS and Apple TV versions of the iTunes Store will remain exactly as they are today. Windows users will not see any changes in their iTunes as well. The said transition will occur once the new Mac OS Catalina will be launched in the fall.


Apple also reassured that there is no need for users to be alarmed about their files having to disappear. They confirmed that all iTunes content will remain. Apple confirmed that when Mac users update their software, all the music files in their library will be transferred to the Apple Music app. Whereas, all TV and movie purchases will be transferred to their Apple TV app. Podcasts from iTunes will be migrated to their podcast app.


iTunes announcement was actually a bit misleading as the platform will not totally disappear, but rather split into three. The iTunes Store itself is not going away since it will exist as a tab on the Apple Music App and will continue to sell downloadable music. The repackaging of their apps merely suggests that nowadays, consumers are streaming content more than buying it and that this is all part of Apple’s marketing strategy. By launching their own TV service and Apple Music, the company is clearly desperate to rival with Netflix and Spotify. 


With the rise of more and more streaming services by large media companies such as Apple, Spotify and Disney, it is becoming difficult for consumers to choose which services to subscribe to in order to get all the files they want, especially now that these companies are spending a great deal more on producing exclusive content.

Are consumers ready to pay for three, five or more different monthly subscriptions?

For those reasons previously mentioned, AVXChange would like to present our platform to those unsatisfied consumers. AVXChange’s platform will be available in any country and will allow users to purchase any content they wish through a single interface. Which means, AVXChange is going to provide all the files you want, any time you want without having to pay or create several accounts with various retailers to acquire all the possible content you wish to acquire.

If you want to learn more, please check out the latest version of our white paper, and consider subscribing to our social media channels for future updates. 

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