Apple Inc. found a blue ocean with its iTunes music download service. Although billions of music files were being downloaded illegally each month, Apple created the first legal format for downloading music in 2003. It was easy to use, providing users with the ability to buy individual songs at a reasonable price. Apple won over millions of music listeners who had been pirating music by offering higher-quality sound along with search and navigation functions. Apple made iTunes a win-win-win for the music producers, music listeners and Apple by creating a new stream of revenue from a new market while providing more convenient access to music. Apple iTunes accounts for 60% of the global digital music market.
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