This paper explains that Apple's iTunes Music Store (iTMS) provides both Mac and PC users with a catalogue of over 700,000
tracks for customers to legally find, listen and purchase music online and, on the new video iPod, download and play music videos and TV shows. The author stresses that the primary
business strategy for Apple is not just about selling music but to use the popularity of iTMS to enhance its brand and increase the sale of iPods. The paper relates that iTMS has met the challenge of reducing the complexity of transferring a song from iTunes into an iPod or music collection by developing a simple one click operation that completes each step in the process from listening to a sample song through the internet to buying it to listening to it in one's own iPod. Table of Contents Introduction iTunes Business Strategy Apple's Strengths Sources