Apple reportedly to end iTunes after 18 years, directs fans to Apple TV on social media

Shortly after news broke of Apple's plans to kill the iTunes app, the company seems to have since wiped the content on app's social media accounts. A search by Marketing saw no posts left on iTunes' Facebook and Instagram accounts, although Twitter remains intact. Since, fans on Facebook appear to have been migrated over to Apple TV, which now boasts a 29.6 million following. Similarly, iTunes Instagram account is directing users to Apple TV in its bio for "entertainment updates".

Marketing has reached out to Apple for more information.

According to Bloomberg, in a preview of Apple’s developer conference WWDC, the company said iTunes will be replaced by three new apps for Mac - Music, TV and Podcasts, according to the news report. The apps are currently available on iPhones and iPads. More details are expected to be revealed at the conference on Monday. Other app-related announcements to expect include major revamps of the Reminders and Health apps, and a merger of Find my iPhone and Find my Friends apps. Meanwhile, enhancements will be rolled out for Maps, Messages, Apple Books, Home, and Mail. On the developer front, there will be new tools released for building of iOS apps.

In March, Apple launched Apple TV+ as a "new home for the world’s most creative storytellers", housing exclusive original shows, movies and documentaries. Users can watch the shows across Apple’s devices, smart TVs and streaming devices.

Competition has been heating up in the music streaming industry, with Spotify reporting 100 million paid subscribers in its financial report for the first quarter of this year. That is double of the 50 million paid users Apple Music reportedly has according to WSJ.

Earlier in March, Spotify called out Apple for “anti-competitive” behaviour, and playing both the roles of a player and a referee. It alleged unfair rules on its app store such as the 30% tax imposed on Spotify and other digital services purchases made through Apple’s payment system. This includes the upgrades to Spotify’s Premium service. This sparked a war of words between the two companies where Apple rebutted that Spotify wants “all the benefits of a free app without being free”, to which Spotify responded by calling Apple a “monopolist”.