Why is Apple cutting its iconic iTunes product?

Apple executives are expected to announce a slew of updates at its annual developers' conference on Monday, including the possible end of iTunes almost two decades after its launch, multiple reports said.

The shock iTunes shutdown has been flagged as part of Apple's plan to unveil updates of its operating systems and a new approach to apps at the Worldwide Developers Conference in California that begins tomorrow. Apple will replace it with a trio of apps for Mac, pretty much like on the iPhone: Music, TV, and Podcasts, of which we've already seen the first two leaked.

But Apple still sold more than 10 times as many iPhones and iPads as it did Mac computers past year, so many developers focus on writing their apps for them rather than the Mac.

Usually, Apple streams the event on all its devices such as iPhones, iPads, MacBooks and Apple TV. "Without iTunes, customers can manage their Apple gadgets through the Music app", writes Bloomberg in its Apple WWDC prediction report. However, Apple seems to be removing the app's social media presence through deleting all of its content on different platforms.

Apple is expected to announce the closure of iTunes during its Keynote address.

A new Apple Watch or iPhone is not expected at this year's WWDC.

When the iPad tablet was launched in 2010, the app iBooks was also introduced which allowed users to download digital books from the iTunes store.

And for anyone new to Apple keynotes, you better believe that once again us Australians are copping an ungodly wake up time.

A lot of the changes will be coming to Apple's other most successful pieces of hardware: the watch and iPad.