Technology giant, Apple has announced a new music streaming service called iTunes Radio as rivals prepare their own services for the customers.

Apple has been holding discussions with a host of music companies for its new streaming music service to offer their content to the customers through the medium. The new music service, which was launched at Apple's annual developers' conference in San Francisco, features contents from various artists and labels.

, the new iTunes Radio will be offered for free with the new iOS 7. The service will be available on several devices including iPhones, iPads and the Apple TV. The service is expected to be launched this fall and it will allow customers to customize their own radio stations by genre, skip songs multiple times and access around 200 featured stations through the service. The service will be available free of ads for customers who subscribe to Match, another Apple music service.

Yes, Eddy Cue, Apple's senior vice president of Internet software and services, described the new service as a part of the "the best music player we have ever done." The service will be a will be an ad-supported service allowing users to create their own radio stations.