iTunes at ten: how Apple reinvented the music industry More than 25 billion songs had been sold by February 2013 and 100 million books downloaded in the first year of iBooks, which was launched in 2010. Even the Beatles' songs are now available on iTunes, as of November 2010, following a protracted legal battle with Apple Inc. The most downloaded track, at more than 8 million, is I gotta feeling. The hardware has changed too. When the original "1,000 songs in your pocket" 5GB iPod was launched in 2001, it had a monochromatic screen, mechanical scroll wheel, and a micro hard drive. Things hadn't moved on much by the time the Music Store was launched in 2003: the iPhone/iPod Touch was but a twinkle in Jonathan Ive's eye, and there was no such thing as an "iPod Classic." As the devices have matured, so have the software capabilities. The iTunes Store now allows buying or renting HD movies and TV shows, and is mostly integrated with the store used for buying applications on iOS devices. AirPlay and iCloud are bringing these devices together, and iTunes is the one-stop digital shop for millions. John Oswald of design consultancy Fjord, says the service's success is simple: "iTunes legitimised digital music in an era where MP3s were synonymous with piracy." He cautions, however, the future may not be one of unrelenting success: "Ten years on, individuals are increasingly consuming media across the web. iTunes will need to continue to innovate to keep up with technology and today's hyper connected consumers. Spotify has proven that consumers are willing to pay to rent music if they feel they're getting a valuable service and this is a totally different model to the traditional distribution business which iTunes is more closely aligned with. Ten years ago Apple knew what consumers wanted, before they wanted it - but perhaps it's the consumers who will dictate what comes next.