A platform that was considered a relic of the pre-streaming era just a few years ago is experiencing a quiet yet noticeable revival. Back in 2019, Apple discontinued the desktop iTunes app for macOS, breaking it up into separate products for music, podcasts, and TV shows, but the iTunes Store itself never stopped operating. On the contrary: according to 3DNews, it has become part of the marketing strategy for a number of major artists—Taylor Swift, Ariana Grande, Charli XCX, and Summer Walker—who are releasing exclusive editions and collector's items there.
From Revolutionary Store to "Forgotten" App
Once upon a time, the iTunes Store revolutionized the digital music market: not only did it drive the transition from physical media to digital sales, but it also made it possible on a mass scale to purchase individual tracks rather than whole albums. By the summer of 2019, however, Apple ended support for the unified iTunes app for macOS, replacing it with separate services. Since then, the world has largely shifted to streaming platforms, and only a few listeners still purchase music for ownership, making the store almost invisible against the backdrop of streaming giants.
Why Stars Are Returning to the Store
Nevertheless, a reverse trend has emerged. The iTunes Store has once again become a platform where pop stars can offer their most devoted fans collector's editions, reach new audiences, and boost their chart positions. Unlike streaming, purchasing a track or album outright gives the artist measurable commercial results and an extra push in the rankings, making the store an attractive tool specifically for marketing rollouts rather than everyday music consumption.
Case Studies: From Life of a Showgirl to the Concert Petal
The most striking example was Taylor Swift: sales of her album Life of a Showgirl—both physical copies and digital versions—generated more results in its first week than streaming did. In September 2026, Ariana Grande unexpectedly released a concert version of her album Petal as an iTunes exclusive; following the release, the album climbed the charts from 15th to 6th place. Charli XCX exclusively released additional tracks for her album Music, Fashion, Film on iTunes. Before them, exclusive releases in the store were also put out by Doja Cat, Summer Walker, and Tinashe.
Apple's Strategy and Expert Assessments
Apple itself continues to promote the iTunes Store among music labels, supporting it as an active release platform. Expert opinions on the effectiveness of this strategy are divided: some see it as a successful way to bring listeners back to the model of music ownership, while others doubt the trend's sustainability against the backdrop of streaming dominance. Nevertheless, the very fact that top global artists are purposefully using the store for exclusives and chart strategies makes this revival of the iTunes Store a fascinating and noteworthy phenomenon in the music market.
