MUMBAI: Starting 29 January, the ad-free iTunes radio streaming service will be discontinued according to an announcement made by Apple through an e-mail to its users. The latest development puts Beats 1 in charge of the company’s only premier on-demand streaming radio.

Believed as a strategy to gain more subscribers for Apple Music, the company’s decision to axe the free iTunes radio service did not come as a complete surprise. An Apple Music subscription costs $9.99 a month.

Originally introduced in 2013, iTunes radio offered services of buying songs, played on the user’s stations, from the iTunes Store. The subscribers will now have to pay for the standalone ad-supported radio service or move to another alternative.

The e-mail sent to the users by the company read-

“As a listener of ad-supported radio on Apple Music, we want you to know that it’s being discontinued on 29 of January. Beats 1 will now be the premier free broadcast so you’ll continue to get all the best music and culture there with world-class DJs like Zane Lowe and specialty programming from artists like Dr. Dre, Drake, Pharrell Williams and more.

“Additionally, with an Apple Music membership, you can access dozens of radio stations like Charting Now, Pop Hits and all the genres you love -- handcrafted by our team of music experts, commercial-free with unlimited skips. Or you can create your own stations based on your favourite songs and artists. Start your Apple Music membership now and enjoy unlimited access to everything radio offers along with the entire Apple Music catalogue.”