Google has launched a music store and streaming service to rival Apple's iTunes, allowing customers to buy tracks directly from the Android Market.

Google Music lists more than 13 million tracks from labels such as Universal, Sony and EMI, and allows the saving of playlists online and the sharing of tracks with contacts through Google+.

The service also offers exclusive tracks from the Rolling Stones, Pearl Jam and Dave Matthews Band. Google has promised to court independent artists and smaller labels through the Artist Hub site.

"Google Music helps you spend more time listening to your collection and less time managing it," said a blog post by Andy Rubin, senior vice president of mobile at Google.

"We automatically sync your entire music library, purchases and uploads, across all your devices so you don't have to worry about cables, file transfers or running out of storage space."

Google Music could present the biggest challenge yet to iTunes. Apple has defeated all challengers to date, but Google has a huge brand and the resources to go head to head with the market leader.

It could also wean some people away from the Apple brand and convince them to move to Android.

Google Music is currently available in the US, and will be expanded to other territories soon.

17 Nov 2011