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The recently introduced iTunes Wi-Fi Store is something I’ve been waiting on for a long time. In the past I’d heard people talking about how they’d love to be able to purchase music directly on their iPod over Wi-Fi - now they can with the iTunes Wi-Fi Music Store.

I must say, this is one of the smarter moves Apple has made in recent times (and they’ve made a few). The Wi-Fi music store allows you to browse the full catalog of music on the iTunes Store and also offers convenient access to featured and top ten lists, while searching for your favorite artist is effortless.

The main attraction is the simplicity of the store - Apple have made it almost too easy to purchase music. After turning on your iPod touch/iPhone you’re just three touches away from making a purchase. I’m sure this will be a huge incremental money maker for Apple as I’ve already been tempted many times to purchase music as I’ve been lying in bed listening to podcasts, I don’t think the store functions could have been planned out any more gracefully.

Apple also made a smart move with their store icon placement as 37signals recently pointed out. Instead of placing the store icon next in order on the home-screen - Apple pushed the icon to the right of screen above the music button. In my eyes it’s an excellent design decision from Apple, as pointed out, this is the only button on the home screen which incrementally makes Apple any money. They way it’s emphasized has been perfectly executed.

The iTunes Wi-Fi Music Store has been perfectly executed in both form and function. If this is a sign of things to come from Apple’s mobile platform software division - I’m excited.