Updated 2026: In 2009, I had a conversation with a technically savvy person who thought iTunes was a paid music service and had never considered downloading it. I called my mom, who gave a similar answer. Both assumed iTunes was a music vending machine where you had to pay to get in. I argued that Apple had a branding problem. Nearly two decades later, I think Apple still has not fully solved this, though the problem has evolved.
What Is Apple Podcasts?
Apple Podcasts, formerly part of iTunes, is Apple's free app for discovering, subscribing to, and listening to podcasts. It comes pre-installed on every iPhone, iPad, and Mac. You do not need to pay anything to use it. The vast majority of podcasts available through Apple Podcasts are completely free, funded by advertising, listener donations, or as marketing for the host's other businesses.
Apple Podcasts is also the largest podcast directory in the world. For podcast creators, being listed in Apple Podcasts is essential for discoverability. When I launched the Late Night Internet Marketing podcast in 2009, Apple's iTunes was effectively the only podcast distribution platform that mattered. Today, Apple shares that role with Spotify, YouTube, and several other platforms, but it remains the most important single directory for podcast discovery.
The Original Branding Problem
My argument in 2009 was that Apple marketed iTunes as a store first and a free tool second. The name “iTunes” literally contains “tunes,” which people associated with buying music. The free music player, podcast directory, and media management capabilities were secondary in people's minds.
This meant that people who had no interest in buying music never downloaded iTunes, which meant they never discovered podcasts, free content, or any of the other free features. Apple was losing potential users because the branding emphasized the paid component over the free value.
How Apple Has Addressed This (Partially)
Apple eventually split iTunes into separate apps: Apple Music, Apple Podcasts, and Apple TV. This was a smart move that addressed part of the confusion. Apple Podcasts is now clearly identified as a podcast-specific app with no implication that you need to pay for anything.
However, Apple still has a discoverability challenge. Many people do not realize they already have a podcast app on their phone. According to Edison Research's 2025 Infinite Dial study, roughly 47% of Americans aged 12 and older listen to podcasts monthly, which means over half still do not. Some of those non-listeners simply do not know how easy it is to start.
Why This Matters for Podcasters and Online Marketers
If you are a podcaster or content creator, Apple's branding choices directly affect your potential audience. Every person who does not understand what Apple Podcasts is represents a listener you cannot reach through that channel. This is one reason why smart podcasters distribute across multiple platforms and actively teach their audience how to subscribe.
It is also a useful marketing lesson more broadly: if your audience does not understand what your product does or thinks it costs money when it is actually free, you have a positioning problem. Apple, one of the most sophisticated marketing companies in history, struggled with this. Smaller businesses should take note.
How to Listen to Podcasts in 2026
For anyone still unsure, here is the simple version:
- iPhone or iPad: Open the Apple Podcasts app (pre-installed). Search for any show. Tap Follow. New episodes download automatically.
- Android: Use Google Podcasts, Spotify, or any podcast app from the Play Store. Search and subscribe the same way.
- Computer: Listen through Spotify's web player, Apple Podcasts on Mac, or any podcast website directly.
- Smart speaker: Say “play [podcast name]” to Alexa, Google Assistant, or Siri.
It is free. It has always been free. And there are over 4 million podcasts available covering virtually every topic you can imagine.
If you have not tried the Late Night Internet Marketing podcast yet, you can find it on Apple Podcasts or wherever you listen to podcasts. I have been helping part-time entrepreneurs build internet businesses one night at a time since 2009.
Hi Mark,
I saw that conversation and your post it awesome! I have itunes but still have trouble with the techy parts (getting music synced to my iphone and ipod) LOL
You explained it so well.
This is my first time to your website and I look forward to adding you to my reader. Thanks for always being so helpful.
You make a very good point with this post, Mark! I used to think pretty much the same thing of iTunes. And I thought it was Apple exlusive, as well. Then my dad bought me this laptop and iTunes was already on it. Then I started hearing about podcasts that you can get on it – then I realized that I could buy music on it – I still thought I could only do podcasts and I couldn’t do music – because, I didn’t have an iPod or whatever music-doohickey-player like my kids have ….on which to put the music. Heh. In fact, I bought my first song on it the other day – I bought ‘You Light Up My Life’ (mine and my mom’s ‘song’) for her birthday for an Animoto video. I was thrilled! So yes, you do make some very good points!
Oh, another thing, I wanted to rate your show and couldn’t because I wasn’t logged in – but, I don’t actually have an account. Hmm… Confusion returns…..
Well, count me in with the others that know little to nothing about the many features of iTunes–other than a vehicle for purchasing/downloading music.
In fairness to me (heh!), I haven’t explored Itunes much because I haven’t been one much to listen to music other than what’s on the radio…and that’s not saying much.
But now that I’ve been informed, I can really go to town.
I really do agree, though, that Apple has been remiss in explaining their features.
So thank you for that.
@above
I agree that that Apple has been remiss in explaining their features.
this is a great post. Apple needs to get something done.
Hi Mark,
I have a Mac and iTunes and the shop is really secondary to me as I can’t by stuff in the store from my location. Great article.
Michel
I had iTunes for a year before I ever clicked on pod-casts… now they are all I listen too… they should make the button say “FREE Podcasts”
Great explanation of a ginormus application.
From time to time I get the same question, “How do I convert MP4 (AAC) songs to MP3?” I guess they received a less expensive portable music player than an iPod.
People don’t know that besides being a great music jukebox, iTunes can convert the songs from one format to another.
Did I mention play videos? Sheesh … that too!
All you say is true, but you forgot one of the most important, IMHO, functions of the app: Burning music CDs. Yes, people still use those things! 😉 Many vehicles even come equipped with them! 8-| We use them at church as archives of services and give them to homebound members, also. I can probably count on three and a half hands (if some would let be borrow a couple!) the actual music purchases I’ve made in the total time the Store has been around. Must have burned two hundred CDs, however! 🙂 Thanks for an informative article!