If Apple keeps abandoning things like this after a couple of years and without warning, their brand is going to deteriorate. I understand why they wouldn't want to give out free music, but if so, they shouldn't have done it in the first place. Yeah, I know, it was just a gimmick to get people to buy iTunes Music.
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Free > $10
There's free listening on Pandora, Spotify, and YouTube. I liked iTunes Radio because of how nicely it was integrated with Apple products, but anything iTunes-related has been so buggy and confusing that I'm going to stop dealing with it.
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I think it stops doing that if you disable "show me iTunes Music" in your settings.
You need to understand that when Match began Apple still felt that many people would still want to buy music. They thought they could use iTunes Radio to sell more music. But the landscape has changed. Most people don't want to buy music anymore. They just want to stream it. Just like most people don't want to buy DVD's/Blurays anymore. They want to stream it through iTunes/Netflix.
Apple had to change their strategy from selling music to streaming music. Giving free radio was no longer viable as a strategy. Apple also decided to get out of the ad business, which made free music even more impossible.
Business plans and services change all the time. Customers cannot expect things to stay the same forever. Companies that adjust survive. Companies that don't like Blockbuster die. Apple is trying to keep up with the changes in music.
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I'm quite convinced that this is just the first step to getting rid of iTunes match all together. Next thing will be Apple emailing us, and letting us know, that if we want our songs in the cloud, we'll have to subscribe to Apple Music.
Doubt it. I think eventually they will wrap up iTunes match with the standard iCloud service.