# iTunes: The Fall of Apple's Once-Dominant Media Hub How Apple's legendary platform fragmented into niche services - **Source:** [Engadget](https://www.engadget.com) - **Published:** 2026-09-05 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/cc35be58-a5f4-4e8d-876c-9ffc54bedcfb ## iTunes' Historical Dominance Launched in 2001, iTunes revolutionized digital music with 63% US market share at its peak. It became the standard for organizing music libraries and purchasing tracks, establishing Apple's early digital media dominance. The platform's clean interface and seamless iPod integration made it indispensable for millions before streaming services emerged. ## The Streaming Disruption Apple Music and Spotify's subscription models rendered iTunes' pay-per-download approach obsolete. By 2015, streaming's convenience and all-you-can-eat pricing eroded iTunes' relevance. Ironically, Apple's own Music service accelerated iTunes' decline, mirroring industry-wide shifts toward access-over-ownership models in digital media consumption. ## Feature Bloat Consequences iTunes became unwieldy as Apple added movies, podcasts, backups and device syncing. The once-simple music app transformed into a confusing maze of tabs, earning user frustration. This complexity contrasted sharply with streaming apps' focused experiences, pushing users toward simpler alternatives for specific needs. ## The Great Unbundling Apple systematically split iTunes into Music, TV, Podcasts and Books apps. Device management moved to Finder (Mac) and Apple Devices (Windows). This 2019 fragmentation improved functionality but erased iTunes' all-in-one appeal. Each successor app specialized in its media type with modern interfaces. ## Legacy Access for Windows Windows users still access a traditional iTunes version for media management, contrasting with macOS's app separation. This reflects Apple's prioritization of its ecosystem over cross-platform consistency. The Windows version maintains podcast and audiobook features absent from Apple's newer Windows apps. ## Purchase Preservation All iTunes purchases remain accessible via Apple Accounts across devices, protecting users' media investments. This backward compatibility ensures 2004 CD rips coexist with 2026 purchases in unified libraries. No subscription is needed to access owned content, maintaining iTunes' original value proposition. ## Niche Survival The iTunes Store persists for purchasing individual tracks/shows, catering to ownership-focused users. It generates revenue from holdouts avoiding subscriptions. On Macs, purchases integrate with Music/TV apps, while iPhones use a dedicated Store app—a fragmented but functional approach to legacy support. ## Industry-Wide Transformation iTunes' decline mirrors broader media shifts from ownership to access models. Its fragmentation demonstrates how tech giants must dismantle monolithic platforms to stay relevant. While diminished, iTunes' DNA persists across Apple's services, proving some ideas outlive their original implementations. ## Sources covering this story - https://www.engadget.com/2246423/apple-itunes-still-exists-how-different-from-past/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._