Apple has unveiled iTunes Radio, an online streaming music radio service which could attract around 300 million users in the next 12 months.
The company hopes to challenge the likes of Spotify, Last.fm, Google Play and Pandora.
The service will be free of charge to iPhone and iPad users from the autumn, when iOS 7 software is officially launched.
iTunes Radio features more than 200 radio stations.
The inclusion of siri-integration allows users to start their listening experience by requesting a specific music genre. They can also personalise their account by informing Siri which songs they like and dislike.
The service, which is also built into Apple TV, can also be used to provide live streaming of Apple's live events.
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