That's a cliche that keeps getting repeated and simply isn't true.
Apple launched iTunes before they launched the iPod. The iPod was just an excuse to sell music downloads. iTunes went on to become the number one music service in the world, selling more music than retail stores and Amazon were selling CDs.
Now that streaming music has surpassed downloads, Apple is making moves in the streaming space.
iTunes would die a quick death if it was not for iPod. There is absolutely nothing special about iTunes (as a music service). High(er) prices and average software.
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I think most people use Amazon music because of Amazon prime (and maybe a little bit because of Alexa) and Apple music because of iPhone. It's hard to predict what wins.I would love to see the numbers on how this impacts Apple and Amazon subscriptions. How many people are using Amazon music simply because Apple music is not an option (unless you pair over bluetooth).