itunes radio australia 640x394As you must have heard by now, Apple’s acquisition of Beats is now official as they have recently announced it on their website. Now there are some who are still trying to figure out how the acquisition of Beats will play into Apple’s plans, or what their plans are for the company, although some believe that it could be a talent grab.

While it remains to be seen how true that is, The Wall Street Journal has recently reported that Apple has appointed Ian Rogers to head up iTunes Radio, which is Apple’s take on music streaming. For those unfamiliar, Rogers heads up the Beats Music subscription service while back at Beats, so we guess it’s not that surprising that he will now head up Apple’s services as well.

However Rogers is also expected to continue to run Beats Music, so essentially he will be pulling double duty as the head of iTunes Radio and Beats Music. While iTunes Radio was meant to compete with the likes of Pandora, so far it seems that it isn’t doing a particularly good job. Earlier reports have suggested that the service isn’t exactly winning over customers, and it seems to have achieved the opposite – which is to drive customers into the arms of Pandora.

Will Rogers will be able to help turn iTunes Radio into a success story? It’s anybody’s guess, so until then it looks like we’ll just have to remain patient and see how this one plays out.

Filed in Apple >Audio. Read more about Beats Music and itunes radio.

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