As successful as the iTunes Store has been, is the model of the past ten years viable for the next ten? In my view, no. Two factors have altered the landscape: the changing attitudes of today's media consumers, and Apple's competition. In the old days, you'd lay down $14 or so for a CD and feel it was worth it. Then the advent of illegal file-sharing services such as Napster and legit free streaming services like Pandora chipped away at that notion of value. As attitudes about music's worth change, the idea that the iTunes Store will remain rooted only in media sales and rentals seems quaint. So where does the company go from here?
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