>>> years after apple started a digital download revolution, itunes has brought major changes in the way we consume music, movies and books. here's nbc's mike taibbi .
>> reporter: it was a revolution. a coup. a takeover. out with the old, in with itunes. is there itunes reshape our lives. it completely changed what it meant to buy music.
>> there it is, right there.
>> reporter: it was ten years ago today that apple's steve jobs opened the itunes store , 200,000 songs at 99 cents a piece. the whole album only if you wanted to pay for it. the hot song in the beginning, u2's "stuck in the moment." by year anticipated a swooning public downloaded 25 million songs. in '05 they combined tv shows , in '06 movies.
>> the technology keeps moving and lets us do more and more.
>> reporter: when jobs unleashed his iphone in '07, all that content could suddenly go wherever you were going and revolution had fully flowered.
>> itunes has changed our culture because it gives us everything now.
>> reporter: it was a digital world realized and delivered.
>> i can pick and choose what i want and do it any time. it is totally convenient.
>> i download at least an album or more songs every week.
>> reporter: whether any of you still have one of these, or these, or these, and can't bear to toss all that vinyl, those movies on vhs, the move to the new wave has ln almost irresistible. in 2012 i tune's total sales now including apps and ebooks, topped $4 billion with 35 million songs, 60,000 movies and approaching 2 million books available worldwide. the obvious question -- what next?
>> it may change that internet radio streaming market when it gets there the way that it changed the whole music market when it opened up ten years ago.
>> in the meantime, anyone know where you can get this two-inch tape converted? i know. that was then. this unquestionably is now. mike taibbi , nbc, los angeles .
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