The iPod is in a longterm decline. Low margin music streaming has replaced purchased mp3s. I think music has changed from the main event in the Apple ecosystem to a minor attraction.
It seems like Apple is looking backwards and defensively, not forward and offensively on this one.
Music is probably one of the top 3 things people do on their Apple devices so it's important for Apple to control that experience in some way. If people are leaving behind purchasing in favour of streaming they have to download an app on their new iOS device before they can listen to music. Apple would rather the music experience be built-in.
The iPod is in a longterm decline. Low margin music streaming has replaced purchased mp3s. I think music has changed from the main event in the Apple ecosystem to a minor attraction.
It seems like Apple is looking backwards and defensively, not forward and offensively on this one.