Apple has been in talks with several record labels to launch a music streaming service similar to on-demand services such as Spotify and Beats Music. The service will allow users to not only listen particular songs, but also purchase at a lower rates than rivals. Additionally, the Cupertino is also trying to bring iTunes on Android devices in an attempt to attract customers and recover the loss.

Music magazine Billboard claims to have learned from three unnamed sources familiar with the plans, the iPhone maker is in negotiations with the major label executives to start an on-demand streaming service dedicated to music lovers that would work just as Spotify, however, negotiations are in very early stage.

Currently, the company offers iTunes Radio – a free streaming service that allows users to listen radio stations based on their favorite songs, artists or genres. Users can also buy songs that are being played on iTunes Radio.

Billboard also suggests that Apple may bring iTunes on Android that would allow to push the company’s service in the rival camp. Although, the Cupertino hasn’t commented anything in this regard, but the rumors come at the right time when iTunes has suffered a considerable decline. The digital album sales are down 13%, and digital tracks sales are down by 11% on iTunes Radio that was launched in September last year.

According to a report by Nielsen, the overall music sales are down by 6.3 percent in the U.S., but music streaming services have grown by 32% since 2012. Indeed, downloads on iTunes has decreased, but the competing services like Spotify, Pandora and even YouTube are gaining popularity rapidly.

Therefore, Apply would be trying to adjust its strategy through these two new steps, which would allow it to regain lost marketshare. However, it would go against the wish of late CEO of Apple, Steve Jobs who never wanted to make Android users happy.

An excerpt from Isaacson’s biography about Steve Jobs that reads

“We thought about whether we should do a music client for Android. We put iTunes on Windows in order to sell more iPods. But I don’t see an advantage of putting our own music app on Android, except to make Android users happy. And I don’t want to make Android users happy.”

Source: Billboard