How Apple can turn iTunes into an industry-dominating streaming service

It's time for Apple to not only reinvent its music store, but to change the music industry as we know it

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(Image credit: (Ian Waldie/Getty Images))

When Apple debuted iTunes Match, its cloud music locker feature, in 2011, everyone assumed it was the first step toward iTunes becoming a streaming music service. Three years later, iTunes is still straddling the future and the past, unable to commit to on-demand rental access — all while competitors like Spotify, Rdio, Beats Music, and Deezer push on.

Beats just crossed the 100-day threshold, while Spotify continues to pursue an array of business ventures, lately partnering with Sprint to give subscribers cheaper access to music. Amazon could also emerge as a threat, with reports that the online retail giant is considering incorporating a streaming music service into Prime.

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Tyler Hayes is a freelance writer living in Southern California. He's just as obsessed with discovering new music as he is with trying new technology.