As rumored, Apple has built a virtual radio station called iTunes Radio, which folds into iTunes and the Music app. It was announced by Apple's Eddie Cue at the Worldwide Developers Conference Monday in San Francisco.
iTunes Radio will launch across mobile and desktop devices, and will arrive on your iPhone, iPad, iPod Touch, on a PC and Mac, and well as on Apple TV, when mobile operating system iOS 7 and desktop operating system OS X Mavericks launch this fall.
The service adds a "discovery" element to the existing players, similar to a feature Pandora, Spotify, Rdio and other streaming services already have. iTunes Radio will have "Featured" stations that draw from the iTunes tracks you own, as well as trending tunes. It also leaves you the option to create and share stations you built yourself, based on artists, songs or genres.
iTunes Radio is also receptive to feedback: With each song played you'll be able to "Play more like this," ask iTunes to "Never Play This Song Again" or add it to your iTunes Wish List" to buy later.
The service is free, but comes with ads — unless you're an iTunes Match subscriber, in which case it will be ad free. iTunes Radio will launch first in the U.S., then elsewhere around the world, Cue said.
We are covering WWDC 2013 live!For up-to-the-minute pictures and details, visit nbcnews.com/tech and follow Tech & Science editor Wilson Rothman on Twitter at @wjrothman.
Nidhi Subbaraman writes about technology and science. Follow her on Facebook, Twitter and Google+.