Apple's storefront for movies and television shows moved inside the TV app. In October 2019, with the release of macOS Catalina, iTunes was split into separate Music, TV, and Podcasts apps. Beginning in the spring of 2019, the iTunes app became available on Samsung Smart TVs.

In April 2018, the iTunes app was added to the Microsoft Windows 10 app store. It was reported that iTunes-style digital download sales had dropped 24% as streaming continued to increase. In 2016, it was reported that music streaming services had overtaken digital downloads in sales. By May 28, 2014, the store had sold 35 billion songs worldwide.

The iTunes Store's revenues in the first quarter of 2011 totaled nearly US$1.4 billion. In April 2008, the iTunes Store was the largest music vendor in the United States, and in February 2010, it was the largest music vendor in the world. It was initially available on Mac computers and the iPod, and was later expanded to Microsoft Windows in October 2003. The iTunes Music Store (later iTunes Store) was introduced by Jobs at a special Apple music event in April 2003. In 2002, Jobs made an agreement with the five major record labels to offer their content through iTunes. Steve Jobs saw the opportunity to open a digital marketplace for music due to the rising popularity of easily downloadable tracks. Apple now operates its own subscription-based streaming music service, Apple Music, alongside the iTunes Store. While initially a dominant player in digital media, by the mid-2010s, streaming media services were generating more revenue than the buy-to-own model used by the iTunes Store. Video purchases from the iTunes Store are viewable on the Apple TV app on Roku and Amazon Fire TV devices and certain smart televisions. The iTunes Store is available on most Apple devices, including the Mac (inside the Music app), the iPhone, the iPad, the iPod touch, and the Apple TV, as well as on Windows (inside iTunes). When it opened, it was the only legal digital catalog of music to offer songs from all five major record labels. As of April 2020, iTunes offered 60 million songs, 2.2 million apps, 25,000 TV shows, and 65,000 films. It opened on April 28, 2003, as a result of Steve Jobs' push to open a digital marketplace for music. The iTunes Store is a digital media store operated by Apple Inc.

The iTunes Store, as seen in iTunes 12.12.7.1, running on Windows 10 from January 31, 2023

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