While Apple might have recently posted record earnings, the venerable iTunes is looking a little long in the tooth.
Which is why Apple is close to launching a new music subscription service to bring it back into tune.
According to Recode, Apple is planning to roll out its streaming music service as early as June.
Apple is expected to include a free trial period for its subscription service, similar to what SoundCloud currently offers.
Users will be given access to a revamped iTunes Radio featuring playlists actually curated by humans – a feature presumably pulled from the Apple-owned Beats Music.
Pay for the right to Party
However Apple is reportedly steering away from a free subscription service in favour of a paid model, and is using its considerable influence with artists and labels to sweeten the deal for consumers.
How will this affect marketers and brands looking to leverage music-loving audiences? You'll have to wait at least a month to find out.