Services as the ultimate companion product In this context, Apple’s push into services makes even more sense, as it finds a way to exploit its brand with the provision of unique services on a cross-platform basis.

You can bet that hundreds of millions of iPhone users also use Windows PCs. We don’t really know whether the company was recruiting for iTunes, of course, but it makes sense that it would choose to offer media services parity given the popularity of iPhones among Windows users. The good news is that Apple began hiring developers to “build the next generation of media apps for Windows” shortly after it sundered iTunes into different apps on its own platforms in 2019. At that time, it sought developers with experience building with the Universal Windows Platform, which runs on Windows, Xbox One and Hololens devices. But not on Windows, where Apple’s valuable services subscribers still survive on clunky old iTunes.

We all saw the sense of it and even enterprise users appear to have become accustomed to using Apple’s Music, TV, Podcasts and News apps. There was a little initial resistance to the plan. Type “Why is iTunes for Windows” in a Google search box and see what the result of being spread so thin might be.Īpple tore iTunes apart on the Mac in 2019, introducing Music, TV and Podcasts apps and rolling some of the device management functions into the macOS Finder. ITunes remains available for Windows, but no longer seems to qualify for Jobs’ promise of software excellence, for the same reason it demanded replacement on the Mac – it has grown to do too much.

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