To me, this sounds like a service that is 'just enough' to satisfy the demand for streaming music, but at the same this service is made in such a way that they don't risk losing revenue from the iTunes music store.
Now, obviously everything we know is based on rumours, but from what I'm reading I think this is the case. They are trying to create a music streaming service, but at the same time they are afraid that they will compete with their own online iTunes music store.
If this is true, than that's really sad. The company that pushed the music industry forward just a little over a decade ago with the iPod and iTunes, now doesn't really seem to be willing to go all-in on the next logical step: streaming.
Apple is making some great products, but in my opinion the last 'great product' that really was innovative from Apple was the iPad 2.
Obviously, in the meantime they have done some great things, like releasing an iPad with Retina display and creating an ultra-thin MacBook Pro with Retina Display, but to me, it feels like they are not doing as much as they can do.
They aren't releasing products like the iPhone 4, which was like: "Hey you. This is our new iPhone: a radically new design, incredibly high resolution display which is unheard of in customer products, advanced microphone systems, a hugely improved camera, much longer battery life but also much thinner... and much, much more."
Now it feels like they are saying: "We're not throwing the best and most innovative technologies currently available in our products. No, this year we'll give them a Retina display. Next year, we'll give them a higher resolution (front facing camera). The year after, we'll maybe update the design.
Basically, they aren't taking any big risks. Maybe because they know they are going to sell so many iPhones/iPads/Macs, that they cannot afford to make any mistakes. I don't know.
Another example. Shortly before the iPad 2 was introduced, lots of rumours were already talking about a Retina display. At the time, when the introduction came closer, the rumours had a tone like "You know, Apple really tried to put a Retina display in the iPad 2, but they simply cannot do it yet this year."
Now take the iPad mini. Even before the iPad mini was introduced, there were already rumours about an iPad mini with Retina display... but in a very different way: the rumours were talking about that the Retina display would be saved for next year's version.
See the difference? Two and a half years ago, insiders would talk about how Apple "couldn't just yet do it" just year and that they really tried. Just a few months ago, insiders would talk about how Apple was "saving" the Retina display for next year's version.
A few years ago, they weren't introducing many great new features because it was necessary. No, it was never necessary. They introduced stuff, like the Retina display, because they wanted the 'latest and greatest' in their products.
Now, a few years later, they seem to have realized that having the 'latest and greatest' in their products is not necessary and they seem to be acting accordingly.
I'm sure that if Apple were to introduce a music streaming service a few years ago, they would have gone all-in; even if it meant that they would lose iTunes sales.
[end of disappointment/anger]
