Google, meanwhile, is reportedly working to expand the already wide reach of YouTube in the Web music world.
For young listeners, YouTube is already a massive music-discovery and listening tool. And, like Apple, Google provides virtual lockers for users to store and listen to their own music on multiple devices.
Google's service would reportedly let users subscribe to expanding streaming options. The company wouldn't confirm its plans on the record, but didn't shoot them down, either.
"While we don't comment on rumor or speculation, there are some content creators that think they would benefit from a subscription revenue stream in addition to ads, so we're looking at that," said a spokesperson for YouTube, which Google owns.
Here's the major player that's already in the game. Xbox Music was introduced in October.
It's offered across a full range of Microsoft products, including the Xbox 360, and uses the increasingly familiar ad-supported or ad-free for a fee model.
While Microsoft flailed with its attempt at an iPod competitor, the Zune, the tech giant has been far more successful pushing the Xbox as an all-in-one entertainment device, not just a gaming console.