For years Apple ruled the roost when it came to digital music sales, but now streaming services such as Pandora and Spotify have made it cheaper than ever to just stream music to our devices.
As a result people have stopped shelling out money for MP3s and this has been caning Apple's bottom line.
To answer this Apple launched its iTunes Radio streaming service last year in an effort to get more people to buy music they like.
According to Billboard, Jobs' Mob wants to overhaul the iTunes Store to help it keep up with the times and this might include "an on-demand streaming service, an iTunes store for Google's Android devices and negotiating download sales windows that favour Apple."
However, Billboard's sources claim that Apple does not have a clue how any changes should take shape and there is a marked reluctance among some Apple managers to make any changes at all. Part of the problem is that iTunes was signed off by Steve Jobs and changing it means that he has ceased to be innovative, rather than just ceased to be.
Apple's iTunes Radio, moderately popular since its launch, cannot hold a candle to Pandora, which is by far the most used music streaming service in the United States.