Apple needs to adopt what Google is doing with respect to managing your music in their cloud service. Drop the $25 charge, let me upload my collection to iCloud, not the iTunes app. Just like the Google Play Music app let me log into the Apple Music app and manage my cloud music collection. Forget iTunes Match and having to upload via there. Forget charging us $25 when Google offers the same service for free. I'm still forced to use iTunes because I want to navigate my collection on my Apple Watch and Google Play Music still has no AW app currently.