In other words, Apple is not bringing Apple Lossless Audio to its more traditional iTunes library in any way. Now, Apple is betting that Apple Music help juice Apple's further push into software and services.With all the excitement - and confusion - around the announcement that Apple Music is going Lossless, it seems that there’s one very significant limitation to the new service that Apple is being pretty quiet about: it’s only going to be available on Apple Music. People who had bought music from Apple were less likely to stray. For a company initially focused on hardware, iTunes was one of Apple's first major successes in this area. However, Apple is confident in your ability to teach yourself new tricks, as it channels you to Apple Music, Apple Podcasts, Apple TV and the Finder instead.Īpple's shifting strategy may be jarring for longtime users, but music fits squarely into the tech giant's portfolio of premium experiences that keep loyal users invested in the brand's ecosystem. It'll be a shock for loyal iTunes users who, for 18 years, learned to rely on the app for everything from syncing their iPhones to building playlists and buying songs. But it is carving up iTunes' duties into four parts, giving ITunes is as good as dead, leaving many to wonder: When iTunes goes, what happens to all your music? Don't worry - Apple isn't taking away your tunes. This story is part of WWDC 2022, CNET's complete coverage from and about Apple's annual developers conference.
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