Apple to pull HMV app by the end of the day

HMV’s now-controversial iOS app will likely be gone by the end of the day.

Hilco founder Paul McGowan has confirmed on Twitter that Apple has set the retailer a deadline of 6pm today (Monday October 21st) to remove the app’s ability to download music files and have them added the iTunes.

Not only is this a big ask from a technical perspective, but HMV seems reluctant to play ball regardless, with McGowan saying last week that the company had politely declined” Apple’s request to pull the app.

It now seems likely that Apple itself will yank the app from the App Store at the end of the day.

The HMV app arrived earlier last week, offering the ability to offer music purchases directly and have tracks automatically added to iTunes.

It’s the first time a non-Apple app has allowed this. And the chances are it may never happen again.

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