iTunes is a mess and too cluttered and maybe the driving force for iTunes every-year lower market share. I've thought of a safe way Apple could breakup iTunes without giving up the legendary iconic name. The iTunes Store contains music, movies, tv shows, and podcasts. Which iOS already has seperates apps for called obviously Music, Videos, and Podcasts. What if Apple got rid of the separate iTunes Store app and just put a "Store" button in the Music, Videos apps like how it is in iBooks and Podcasts. This will also will work well with OS X, they will just have to write a Music, Video, and Podcast apps. So basically the quad of apps on OS X and iOS is Music, Videos, and Podcasts each with their own "Store" button in the apps and when pressed it will open the iTunes Store right in app and just show the same format of content that the app you're in (ex. Music.app - Music Store only, Videos.app - TV shows and Movies Store only.) This would less clutter your buying experience, so if a person just buys music on iTunes, they won't have to see Movies, etc ever, (Unless they open that app). This would also make less experienced users understand where to go better for what they want. As I said earlier, Apple could do this safely by grouping them together and call it iTunes. "Hey where did you get that song?" "I got it on iTunes." meaning iTunes as a whole but technically got it from the Music app. Doesn't this sound familiar? Its just like iLife and iWork. iLife and iWork are names of the apps grouped together in one package.