Last year saw the largest drop in digital sales for iTunes, a whopping 14 percent actually. It comes as no surprise that the surging popularity of music streaming accounts for this decline. However, another unexpected reason for the drop in sales is actually the iTunes interface. What iTunes lacks is a simple, easy to use interface that appeals to modern audiences that find convenience in completing tasks, such as making playlists, with just a few clicks. "But many people say they are leaving iTunes simply because it isn't that easy to use." iTunes has lead the market in music for quite a while, but it seems as if they are getting too bold for their own good by thinking they don't have to have their interface adapted for the modern listener. Also, iTunes simply cannot compete with the decline in music downloads and the rise in paid, commercial-free music streaming, which is what Spotify offers. How does iTunes plan to see a revival in the music market? iTunes has bought the streaming service Beats Music, but it still does not compete with Spotify. Basically, iTunes will have to come up with some innovative strategies if they plan to stay relevant in the upcoming years of the digital music age. 
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