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THE STORE
iTunes 4 (April 28, 2003-Sept. 7, 2005)

If iTunes 1 was a revolution, iTunes 4 was a bloody coup. What otherwise would have been a point update with a few minor playback improvements, AAC encoding and network sharing, iTunes 4 would have barely been noticeable without the addition of a new member to the "Source" sidebar: Music Store. A first-of-its-kind shopping experience that blew the roof off the industry and turned a thorn into a rose, the iTunes Music Store brought 200,000 high-quality songs from BMG, EMI, Sony Music Entertainment, Universal and Warner under one fully searchable, completely legal roof.

Album artwork, one-click purchasing, in-apps video and a mostly unrestrictive DRM all for less than $1 a track. A million tracks were sold in the first week; four months later it surpassed 10 million. Along the road to the milestone 100 millionth download, however, Apple took iTunes 4 in a decidedly different direction when it rolled out the second generation of its store. Determined not to duplicate its prior proprietary mistakes, Apple didn’t renege on its promise to deliver the iTunes Music Store to Windows users by year’s end--and certainly didn’t skimp on the goods. A near-identical port of its award-winning iApp made its way onto PCs in October 2003 with a streamlined, expanded store (Mac users called it iTunes 4.1).

With a 28-month upgrade path, version 4 stayed on desktops longer than any other iTunes release, gaining a slew of new features before retiring to digital graveyard: iMix, Party Shuffle, Apple Lossless, Podcasting, AirTunes, iPod photo and shuffle, and the European and Asian Music Stores all made their debuts under the iTunes 4 umbrella. Half a billion songs and 10 updates later, Apple had established itself as the undisputed king of the digital music domain.





iTunes 5 (Sept. 7, 2005-Oct. 12, 2005)

 

Where iTunes 4 was a lengthy, meandering release, the next version came and went in just five weeks. Introduced in tandem with the iPod nano at what would become an annual September digital music event, iTunes 5 packed an overall peppiness and a refined, cleaner mini player, but was surprisingly light on new features--and fittingly was the first numbered upgrade that didn’t come with a new color for the music note in its icon.

Sadly, the highlight of the pack was a new Search Bar that made quick work of rummaging through the store’s two million songs, rounded out by Smart Shuffle, playlist folders, parental controls, AAC VBR importing and Outlook syncing. Ultimately, though, it was the bug-ridden app’s dark platinum makeover that got the most attention. iTunes 5 ditched the outdated brushed-metal skin of its predecessors, and the thinner, sexier look filled many a forum with praise and criticism.

Better known as iTunes 4.10, the fifth version of iTunes was mostly a disappointment. Rumors about TV show purchases and movie rentals that had swirled in the days leading up to the event failed to materialize, and even Steve struggled to come up with something nice to say: "We are constantly improving iTunes with new features like... better searching because we love music ourselves and want to surprise and delight music fans around the world."





iTunes 6 (Oct. 12, 2005-Sept. 12, 2006)

What a difference 35 days make. At an unexpected "One More Thing" event in early October, Steve kicked iTunes 5 to the curb and rolled out the red carpet for the next generation of the digital jukebox. Arriving in tow with new iMacs and video iPods, iTunes 6 brought serious changes to the store, adding online gift options, customer reviews, "Just For You" recommendations and some 2,000 music videos and Pixar shorts, all priced at $1.99 and formatted for new iPod’s 2.5-inch color screen.

But that wasn’t all. Never content to rest on his laurels, Steve rolled out TV show downloads with iTunes 6, priced at the same $1.99 as the far-shorter music videos. Just five Disney shows were available at launch--"Lost," "Desperate Housewives," "Night Stalker," "That's So Raven" and "The Suite Life" --but when more than a million videos were purchased inside of three weeks, it didn’t take long before other networks came knocking. Before the end of the year, NBC Universal had signed up, followed shortly by MTV, Showtime, Fox and CBS, and soon iTunes 6 had done for TV what iTunes 4 did for music, cramming more than 220 shows onto its shelves within 12 months.

iTunes 6’s TV Store didn’t make quite as much noise as the Music Store, but its 11-month tenure marked the start of an exciting time for Apple, as momentum began to build toward something huge on the horizon.