While Google is beefing up its ecosystem, Apple is also planning some big changes to its iTunes platform according to Bloomberg. Sources inside the company claim, by the end of the year iTunes will undergo a major transformation seemingly designed to counter recent moves by Google. Key to the plans is iCloud. Cupertino's cloud storage solution will be much more tightly integrated, allowing easier access to and management of media collections across devices. Another part of the online offerings will be content discovery. As Netflix has already discovered, and Google is trying to master, making accurate suggestions for new music and films is key to keeping customers coming back to a media market. Deeper social network integration is also part of finding and sharing new music. Apple is supposedly in negotiations with the record labels to allow users to send songs to friends for free -- a feature both Spotify and Google Music already support. For a few more details check out the source.