Apple retired the iTunes desktop app in 2019, but the iTunes Store is experiencing an unexpected revival. Artists like Taylor Swift, Ariana Grande, and Charli XCX are releasing exclusive content to drive sales and chart positions.
The iTunes Store once revolutionized music buying by enabling individual song purchases. Now, pop stars use it to sell collectibles to superfans and reach untapped audiences. Last month, Ariana Grande surprise-released a live version of her album *Petal* exclusively on iTunes, jumping from number 15 to number 6 on the charts.
Taylor Swift's *Life of a Showgirl* performed better in physical and digital sales in its first US week than on streaming platforms. Charli XCX made B-side tracks from *Music, Fashion, Film* an iTunes exclusive.
A February report indicated Apple still markets iTunes to music labels. Industry experts have mixed views on the strategy's broader success, but the trend is notable.
Source: 9to5Mac · Summarized by HeadlinesBriefing