Is Apple ditching its 'i'?

Apple's iTunes: end of Apple's 'i'?
[Image: Apple]

Apple's conferences always cause a stir, and this year was no different. Key takeaways from WWDC 2019 included the announcement of the most powerful (and eye-wateringly expensive) Mac ever – the new Mac Pro, as well as a stand for it that costs almost $1,000, and the introduction of a new App Store for the Apple Watch. And in the spirit of out with the old, in with the new, Apple also announced it is ditching its once much-loved music service, iTunes. 

The now bloated iTunes will be replaced by newer apps that form part of Apple's Services offering: Apple Music, Apple TV and Apple Podcasts. iTunes was once the apple of Apple's eye/i (sorry), and its removal suggests a much wider brand positioning shift from the company. It also suggests that Apple could be slowly phasing out its 'i'. There is, after all, no 'i' in many of Apple's latest products, including Apple Music, HomePod, Apple Watch and Apple Pay.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.