A major re-do for Apple's iTunes is reportedly in the works, one that would better integrate the iCloud file-storage service that the company started offering last year.
Users will be able to "more seamlessly access and manage their music, videos and downloaded software apps across different Apple gadgets," according to Bloomberg, which cited "people with direct knowledge of the matter."
Apple is also planning new music-sharing features Bloomberg said. It would be the largest overhaul of iTunes since it launched in 2003 as a music store serving primarily the iPod.
Msnbc.com asked Apple about the planned changes. A spokesman said the company said it was declining to "comment on rumor and speculation."
While iTunes is the largest music store worldwide, it faces increasing competition from Amazon.com and Walmart. Apple's offerings, of course, also include movies, TVs and books, as well as the App Store for the iPhone and iPad. Amazon and Google, with its Google Play store, are fierce competitors there, too.
Google announced Wednesday that its store will now also offer movies and television shows for purchase, along with magazines.