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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