It's official, Apple is launching a music streaming service called iTunes Radio.
The company announced the new service on Monday at its World Wide Developers' Conference along with new mobile and desktop operating systems. The iTunes Radio is expected to launch in the U.S. sometime this Fall.
The new iTunes Radio allows users access, for free, to ad-supported streaming music. However, it will be sans ads for those who subscribe to iTunes Match, which is a paid service—costing $24.99 a year—that enables users to store all their content in Apple's iCloud.
The streaming service—which will rival Pandora, Spotify and Google in the music streaming space—will be integrated into iTunes and built into the Apple music app on iPhones, iPads and iPod Touches. It will also be available on Apple TV.