With every new release of macOS in the past few years, people have been calling for Apple to split iTunes into separate apps. The app has always been notorious for its bloat and its confusing navigation, which has become even worse since the introduction of Apple Music.

The official iTunes site reads "iTunes. Your music, movies, and TV shows take center stage." To me, this line seems like a self-deprecating joke about the app's lack of focus. From a consumer perspective, it has never made sense for an app named iTunes to be used for playing and purchasing movies, TV shows, mobile apps, podcasts, audiobooks, internet radio, educational courses, and ringtones, while also providing device management features.

Here comes the part where I pretend to know better than entire teams at Apple; I think it's time for the company to make some strategy changes. We all know that sometimes a fresh, outside perspective can be insightful. This is my perspective as a designer and a user of these products.