Is this the moment when streaming goes truly mainstream? According to the International Federation of the Phonographic Industry (IFPI), there were just 41m subscribers using music streaming services globally in 2014. It might be the biggest revenue growth area for the record business but it is still incredibly niche. Not only that, but a significant number of those subscribers come from bundled deals with mobile phone operators so it is debatable just how “active” its users are. Apple’s greatest conjuring trick is to take something that already exists in the market – downloads (iTunes), digital music players (the iPod) and smartphones (the iPhone) – and adapt it to make it irresistible to the mainstream consumer. Leaked information recently suggested that Apple is aiming to reach 100m subscribers, which, based on a subscription fee of $120 per year, would generate $12bn annually. To put that in context, the entire global worth of recorded music in 2014 was just under $15bn. Apple is good at mainstreaming products but it’s not that good. Is this the end of downloading? The iTunes Store arrived in 2003 (2004 in Europe) at a time when MP3 piracy seemed insurmountable. Apple managed to persuade consumers to pay for downloads and grew a huge business, which it dominated, with an estimated 70% market share. Downloads still hold the biggest share of digital income