Zune hasn’t been a thing for years, but then again, it was never really a thing to begin with. Microsoft’s music service has been rebranded twice, first to Xbox Music back in 2012, and then to Groove Music earlier this year, but it didn’t do much to attract new users. It’s endless strategy shifts didn’t do much either, which is why Microsoft has finally decided to cut its losses and shut down Zune services.
As previously announced, Microsoft is formally retiring Zune services today. The company officially launched its first products under the brand way back in 2006, and it has been a difficult journey for the service, signified by Microsoft’s numerous shifts in strategy since then. The company rebranded Zune as Xbox Music in 2012, then rebranded it again to Groove Music earlier this year. Zune services had been slated for termination on 15 November 2015, and as of today, the digital media brand has now been retired. Regarding its music service, Microsoft states: “As of November 15, 2015, Zune services will be retired. You will no longer be able to stream or download content to your device from the Zune music service. However, Zune devices will still function as music players and any MP3 content that you own on the Zune device will remain there. You’ll also be able to transfer music to and from your Zune player.”