OPENING UP THE DIGITAL FRONTIER:

An exploration of iTunes history and developments

THE PRODIGAL SON RETURNS Steve Jobs returns to Apple exactly 12 years to the

day of his departure. He is subsequently appointed Interim CEO -1997

A re-invigorated Apple begin to recapture their past glory, as is evident with the release of the stylish iMac -1998

LIKE WILDFIRE Shawn Fanning creates Napster, a software that

allows easy uploading and sharing of mp3 files over the Internet -1999

Apple purchase Soundjam MP, digital music software developed by Jeff Robbin and Bill Kincaid. This would become the basis for iTunes.

iTunes is launched in January, followed later that year by the first iPod on October 23rd 2001

OPEN FOR BUSINESS iTunes store is launched on the 28th of April, it

contains 200,000 songs. In its first week of operation the store sells 1 million

downloaded songs. By December 2003 it has sold in excess of 25

million songs, it surpassed expectations although the tipping point would not come for another year.

A MATCH MADE IN CUPERTINO The cultural phenomenon that was becoming the

iPod and its seamless integration with iTunes translated into massive sales growth for the iTunes Store.

iTune’s ease of use and all encompassed click and buy functions not only cut out middle men such as traditional bricks and mortar stores, distributors and wholesalers but also encouraged greater discovery and impulse buying.

I’M A MAC & I’M A PC AND WE LOVE ITUNES

April 28th 2003 would also be the day that Apple announced that anyone could use iTunes and the evolutionary iPod by making them compatible with Windows PCs.

GOING TO THE MOVIES The iTunes Store sells 8 million TV

episodes/videos - January 26th 2006 The introduction of video to the iTunes store further

diversifies the potential market and reinforces the notion of iTunes being a one stop media provider, making the traditional intermediaries obsolete.

IN THE CLOUD iPhone and iTouch enable iTunes access virtually

anywhere. iTunes becomes the largest music retailer in the

US, capturing 19% of the market – April 3rd 2008