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Lessons from Apple’s Decision to Kill iTunes

When iTunes debuted 18 years ago, it was a radical concept.  Don’t buy the whole album; pay 99 cents for the one song you like. Get a thousand songs in your pocket!

Apple made the announcement this month that it would move to three individual dedicated apps for music, podcasts and TV. Users can maintain their iTunes libraries and choose to subscribe to Apple Music. Pundits agreed it was the right move, even though it’s the end of an era.

Think about your business communications:  what channels or practices do you need to put the brakes on?

Sometimes we stick with a communications process or channel because it’s comfortable.  It’s worked in the past.  It’s a no brainer to produce it.  But it takes a bit of courage to realize that what worked before isn’t working now or is not sustainable in the future.  Change can be unsettling, but it’s also troubling to find out your newsletter or intranet or CEO blog is ineffective because it has no audience.

Ready to evaluate your internal communications strategy? Get in touch with me: maureen.clayton@insight-communication.com.

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