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# Apple Music To Grow To 164M Users As iTunes Crashes [Morgan Stanley]
- URL: https://www.hypebot.com/apple-music-to-grow-to-164m-users-as-itunes-crashes-morgan-stanley/
- Published: 2018-11-30T11:59:00.000Z
- Updated: 2018-11-30T11:59:00.000Z
- Description: Apple Music will continue its growth trajectory, according analysts at Morgan Stanley. Over the next five years, Apple Music's 5% market penetration will expand to 14%of a growing user base. Continue reading [https://www.hypebot.com/hypebot/2018/11/apple-music-to-grow-to-164m-users-as-itunes-crash
- Author: Bruce Houghton
- Tags: Music Tech, Music Think Tank, Streaming, Apple Music, iTunes, #wp, #wp-post, #Import 2026-01-21 10:00

[![Apple music cards](https://hypebot.typepad.com/.a/6a00d83451b36c69e2022ad3a42391200d-pi "Apple music cards")](https://hypebot.typepad.com/.a/6a00d83451b36c69e2022ad3a42377200d-popup?ref=hypebot.com)Apple Music will continue its growth trajectory, according analysts at Morgan Stanley. Over the next five years, Apple Music's 5% market penetration will expand to 14%of a growing user base of Apple's products, driving a 28% revenue growth. Apple Music is predicted to grow to 164 million users by 2023.

[![image from photos5.appleinsider.com](https://hypebot.typepad.com/.a/6a00d83451b36c69e2022ad3c3dadc200b-450wi "image from photos5.appleinsider.com")](https://hypebot.typepad.com/.a/6a00d83451b36c69e2022ad3c3dadc200b-popup?ref=hypebot.com)Meanwhile, iTunes download sales we decline 16% yearly, if – and according to our sources, it's a big if – Apple keeps the download store open past 2019.

H/T [Apple Insider](https://appleinsider.com/articles/18/11/08/apples-services-will-grow-to-over-100-billion-per-year-in-2023-says-analyst/amp/?ref=hypebot.com)