Along with the release of iOS 7 today, they released a new version of iTunes. One big new feature is iTunes Radio. This is Apple’s entry into the music streaming business similar to Pandora or Spotify. The feature is free to use on any iTunes capable computer, iPad, iPhone and Apple TV. The service is ad supported with audio ads played every quarter hour and a video ad every hour. So let’s take a closer look at what Apple offers…

Stations

When you first load up the iTunes Radio, you will be presented with a screen that lists a number of “Featured Stations” which are a number that Apple has setup to stream certain genres or special lists from guest artist DJs. Click on any one of these to start the streaming process. If none of the featured stations are to your liking, then it is time to add a station via the big plus button on the screen or next to your My Stations if you already created a couple.

When you create a station, you use a keyword to describe an artist, a genre or a song. In the image here, I used the term Disney in order to show that you can get results in each category. To create the station, you then just click on any one of the result items to start that station and begin listening to it. It should be noted that whatever station you created is going to be based upon that selection but it won’t necessarily only contain that one artist or song. Apple uses its database to pick songs that it feels fits the theme of that station genre, artist or song. This can be quite annoying as you may want to only here that artist but only hear one from that artist every five or six songs.

Station Settings and Options

To combat this problem and make a more customizable experience, Apple added a bunch of adjustments and add or exclude functions. When the station is created, you will then get a station screen that shows a slider to adjust the station, a history of songs played, and added or removed artists and songs. The slider can limit the playback to just hit songs, offer a variety of songs or to playback ones that may be less well known.

Most of the customization of the station will be done while you are listening to specific songs that are streaming. While that song is playing, you can bring up a menu with a large number of options. The primary items on this menu for customization are the first two which either play more similar to this song or to exclude it from ever being played again. This is similar to the two entries talked about in the station page. Using them will only add this song to the play more or never. If you want to exclude the artist, you have to do it from the station page buttons.

One function that is related to the Never Play option is skipping. When listening to a station, you have six skips that are allowed. Over time, these skips will be replenished. From my testing, it appears that you earn back one skip for every quarter hour of listening. This means that if you have used all your skips and you get to a song you don’t like, you can still add it to the never play but it will not be skipped.

The other feature that Apple will want most people to use are those that will lead to additional sales. When listening to a song, there is a button in the play window that will list the song price via iTunes. This can be used to purchase that song. In addition, the song option menu also includes the option to add it to a Wishlist for later purchase by the listening or a gift giver.

Another feature that is nice is the ability to pick up where you left off from a station. If you need to stop listening for a while and close out the iTunes Radio, it will save your spot. You can then pick up exactly where you left off from that station with the same device or even from another device that uses the same iTunes account.

Listening Ad Free

While the iTunes Radio is supported via audio and video ads, there is a service called iTunes Match that Apple offers to listening to streaming music without the ads. In essence, the service is a cloud based storage and playback of you personal iTunes music library. This includes all music purchased through iTunes and even digital songs downloaded through other services or music that you ripped from your CD collection. It should be noted that this will only be the case if it is actually in your iTunes Library.

The iTunes Match service requires a yearly subscription fee of $24.99 that is paid through your AppleID and iTunes account. With this subscription fee, Apple also makes any other music listened to via the iTunes Radio service to have no ads. So you get your music library stored into the cloud for access from any compatible device in addition to streaming music that you don’t have in your collection at no addition cost.

Will iTunes Radio Beat Out Its Competitors?

While the iTunes Radio is a nice feature to be added to Apple’s devices and services, it ultimately ends up with the same problem as most of the other streaming services. The biggest issue is how songs are selected. You may create or be listening to station enjoying the music when suddenly it picks something it feels is related that you really don’t like or want to listen to. Have too many of these in a row and you won’t be able to skip what you dislike for a while. This makes the service less useful for those individuals that have a select group of artists that they really like and don’t necessarily like to branch out. If you already enjoy using something like Pandora or Spotify on an Apple device, it seems like a suitable alternative and doesn’t have any cost if you don’t mind the occasional ads.