Apple is considering a "dramatic overhaul" of its iTunes music store in the face of iTunes Radio's inability to reverse declining music downloads, according to Billboard.
The music service, which launched last September, is only enticing 1 percent to 2 percent of its listeners to click on the buy button, music label executives told the entertainment newspaper. Overall, music downloads have reportedly declined by about 15 percent.
That situation has forced Apple executives to consider options for a revamp, the newspaper reports, including the creation of an on-demand streaming music-service that would compete with Spotify and Beats music. Apple is reportedly in "exploratory talks" with senior executives at record labels about such a service.
A retooling of the service would be in line with other strategy shifts reportedly in the offing at Apple. The company is said to be testing its music service as a standalone app for the next version of iOS.
A recent survey suggests that iTunes Radio has been gaining traction with listeners. Last month, the music service was placed third among people in the US who use streaming music-services.
CNET has contacted Apple for comment and will update this report when we learn more.
Apple stock was up 1.31 percent Tuesday, or $6.88 to $530.32.