Apple is expected to announce the end of its flagship music app iTunes today during its worldwide developers conference (WWDC).
The move, reported by Bloomberg, is believed to come as the company moves away from the iPhone as its core product and develops its subscription business.
Three separate apps covering music, podcasts, and television will replace iTunes, including the Apple TV+ app which launched earlier this year.
iTunes was released back in 2001 as a media player, library and online store – but its increasing number of features has left users criticising it for bloat in recent years.
Apple is expected to retire the app in a welcome move for strategists at the company who have been pushing forward a new range of media apps on iPhones and iPads.
It is not clear what will become of Apple users' media libraries if iTunes is shut down, but the expectation is that Apple will not delete that media but simply encourage users to access it in a different way.
The subscription-based Apple Music service – similar to Spotify – offers a very different spending and revenue model for the company compared to the buy-and-download model of iTunes.
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A whole host of Hollywood A-listers – including Oprah Winfrey, Jennifer Aniston and Steven Spielberg – joined Apple's chief executive Tim Cook to announce a new video streaming service in March.
A credit card called Apple Card was also announced, Apple News + featuring magazines, and a gaming subscription service called Apple Arcade.