Apple is leading the Legal Music Downloading industry with its celebrated iTunes media software and the iTunes music store. When the RIAA cracked down on illegal file swapping, Apple iTunes was the first in what would be long line of ‘Pay-to-Download’ alternatives. It was only a few months back that iTunes was made available to Windows PC users, much to the elation of Windows users touting iPods (Apple’s award winning portable digital audio player). Since that time Apple has managed to secure an industry leading 70% of the legal downloading market share. iTunes is not without its competitors, but many question its ability to survive Microsoft’s future entrance into the market. Existing and continuing innovation will keep Apple’s heals dug into the back of the unwitting giant.
iTunes is a combination jukebox and music store which acts as a one stop audio resource for its users. From the simple user interface, iTunes users can encode (rip) their CD tracks, organize their audio files, convert between formats, build playlists, and transfer audio to their iPod. Add in the iTunes music store, and Apple’s digital audio offering becomes even more substantial. iTunes users purchased over 70 million tracks during this first year, paying an average of 99 cents a track, proving that secure digital audio distribution is a viable profit center for record labels. If the RIAA had investigated this distribution option in the late 90’s, perhaps they wouldn’t be recouping their losses from college students.
The days of free music trading maybe over, but the days of music sharing have just begun. If you happen to be living on a college campus, but still can’t afford the 99 cent price tag that’s ok. iTunes includes a music sharing feature which allows iTunes users on the same network to stream each others audio tracks. This feature is seamlessly integrated into the iTunes interface, and functions with little to no setup. Using iTunes while connected to Drexel's wireless network (though the wired network is faster and more reliable) brings up 18 (varies) different music libraries offering more than 30,000 streamable tracks. It’s important to note that streamed tracks do no become part of you local library. The tracks are available for you to listen to as long as whoever owns the tracks is on the network and running iTunes. This promotes sharing of artistic tastes without copyright infringement.
Apple released the latest version of its iTunes software, v4.5, just in time for its one year anniversary. The release of iTunes 4.5 resulted in a resurgence of track sales bringing in over 3 million track sales during its first week in release -- the largest since the launch of the iTunes Music Store Service a year ago. The stage is set for Apple to secure an even larger customer base in a rapidly growing market segment. The new features of iTunes 4.5 could be what inpire current users to upgrade and illegal file swappers to consider the benefits of a less-risky legal download service.
Apple expanded upon the already existing integration of the iTunes jukebox with the iTunes Music Store by introducing the iMix feature. If you think you have a playlist built that others might like, you can upload your playlist to the music store complete with your own liner notes. Other music store browsers can then view and rate your playlist. They are also given the option to sample a 30-second high-quality sample of your track(s) and purchase them from Apple to add to their own collection.
Version 4.5 includes a party shuffle feature for those of you that use your computer to command your party soundtrack. The party shuffle is a dynamic playlist that ques tracks according to criteria entered by the user, freeing them of the responsibility to manage their tracks ahead of time or during their event.
To help in rounding out iTunes as the one stop digital audio resource, Apple has also included a means of printing CD labels, and jewel case inserts to accompany the audio CD’s it allows you to burn. The digital rights management (DRM) system used with downloaded iTunes tracks allows you to burn your playlists seven times.
Perhaps the most significant improvement to iTunes is the inclusion of a lossless encoding format. MP3s and AACs (audio file formats used by iTunes and other audio software/devices) are considered lossy audio formats because they strip out certain audio frequencies to produce a compact and portable audio file. Lossless encoding results in significantly larger files with arguably superior sound. Apple has included its own flavor of lossless encoding/recording that it claims produces the superior sound quality of other lossless audio formats at half the size. This is a feature that audiophiles have been demanding since iTunes release.
Another addition in the area of encoding bridges the gap between Windows Media and iTunes. When iTunes was originally released for Windows, Microsoft supplied a list of reasons that Windows users should avoid adopting it. Their largest argument centered on the proprietary audio format (AAC) Apple had developed for iTunes using the cutting edge MP4 audio technology. Microsoft claimed that it limited music lovers ability to choose (talk about the pot calling the kettle black). They also pointed out that iTunes would not play files encoded using Microsoft’s standard audio format WMA. As Microsoft develops its own music distribution solution, Apple has responded by bundling a WMA to AAC converter with this latest release, encouraging users to “make the switch” by removing more obstacles. It is worth noting that you cannot convert WMA protected by digital rights management.
Expansions to the iTunes Music store include the offering of a free track changing each week. While there is another clever area added to the music store which allows shoppers to purchase their tracks based on the playlists of local radio stations. By selecting a radio market and then a specific station, users can obtain a list of all the tracks currently in rotation on their favorite FM stations. The 30-second audio sample makes this a priceless feature to those who never know the name of the song they’re rocking out too in the car all the time.
iTunes has established itself as a dominant force in the pay to download audio market. The new features included with iTunes 4.5 and an industry leading track offering (700,000 downloadable tracks) aim to keep Apple in the driver’s seat of the digital media distribution revolution. As Microsoft readies its own entry into the market, Apple remains poised to offer music lovers a one-stop, indispensable, feature rich solution in the post Napster (1.0) age of media distribution.
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