A report suggests that Apple is considering a “dramatic overhaul” of the iTunes music store in a bid to plug declining music downloads. Late last year the company launched iTunes Radio, a free ad-supported music streaming service that also gives listeners the ability to purchase tracks. But it doesn’t look like the service helped much in controlling declining sales.

Several label executives who spoke with Billboard claim that about 1-2 percent of all iTunes Radio listeners actually click the Buy button and purchase a track through iTunes. Despite the fact that iTunes Radio has been gaining traction in the U.S., a recent survey ranked it as the third most popular streaming service in the country, it hasn’t been able to do much in order to drive purchases.

This isn’t anywhere near enough to control decline that has reached north of 15 percent. “Executives familiar with Apple’s internal deliberations” tell the scribe that a dramatic overhaul is being considered. Options it is believed to be deliberating include an on-demand music streaming service, as well as the launch of iTunes for Android.

iTunes is expected to be shaken up come iOS 8. Rumor has it that Apple will introduce iTunes Radio as a standalone app in iOS 8. An on-demand streaming service would put it up against the likes of Spotify and Beats Music. Apple is reportedly in “exploratory talks” with labels over this service.

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