Amazon on Thursday launched a new version of its online MP3 store specifically reformatted to work with rival Apple's iPhone and iPod touch devices. The MP3 store is a mobile website, not an app, to get around Apple's App Store restrictions (music can only be purchased through Apple iTunes). iPhone and iPod touch users can navigate to the website at www.amazon.com/mp3 and it will automatically detect their devices and reformat to the proper view to allow them to purchase songs. The songs then must be played in a separate free app, Amazon's Cloud Player, a streaming music app that Amazon launched for the iPhone and iPad in June 2012. As Amazon's VP of music Steve Boom said in a statement:
“Since the launch of the Amazon Cloud Player app for iPhone and iPod touch, a top request from customers has been the ability to buy music from Amazon right from their devices. For the first time ever, iOS users have a way do that – now they can access Amazon’s huge catalog of music, features like personalized recommendations, deals like albums for $5, songs for $0.69, and they can buy their music once and use it everywhere,” said .