Apple is trying to find new channels for its creative drive. It is currently holding parleys with some big guns and elite execs regarding the launch of a service that could throw the gauntlet to the likes of Spotify and Beats Music.
Also an iTunes application for Android phones may lie in the cards. The reversal of fortunes in case of iTunes sales is the main reason behind these novel stratagems by Apple Incorporated. And while Steve Jobs was dead against any Android settlements, his successor Tim Cook has said that there are no religious issues about the whole matter.
According to Billboard, several reports point, Apple is looking at the possibility of spinning out the service from the iTunes suite as a standalone app. While initially excited by the iTunes Radio, label executives say the service needs more work. Indeed, it appears that the launch of the Apple service "had a measurable (albeit relatively small) impact on Pandora, after a short period of time that impact appeared to decline," according to court documents from the Pandora/ASCAP rate court hearing. "Pandora has continued to grow despite the presence of iTunes Radio."
The iTunes platform needs all the help it can get and whatever source may come in handy is most welcome. Unlike the fiery and fanatical Jobs, Tim Cook is a coolheaded and mild-mannered man who thinks before he speaks. He is being a realist here. In today’s rabidly profit-oriented environment, any bulwark against economic downfall is a blessing. So, the Android platform may be a vital last resort for Apple.
While Pandora, Spotify and YouTube are going at it strong, iTunes seems to be facing a dismal decline. Apple will have to literally pull itself up by its bootstraps. This is the only way of revamping its iTunes platform. And this won’t be easy.
In fact, when you look at it objectively, it is a monumental task. The level of complexity required to manage the affairs of its streaming service so that it excels is not child’s play. It will take heroic effort and an energy that touches the level of Atlas (the mythological figure that shrugged and moved the world).
Furthermore, tying up the loose ends is another headache that Apple will need to cover in order to bring all the music artists on its iTunes platform. The balance of copyright laws and price per musical number will need to be settled amicably.