iPhone has been losing market share for awhile in the phone market. iTunes sales are declining.
Apple completely missed the boat on the headphone market. They have no presence in the headphone market.
Now, streaming is the future. It may be a smart move for Apple, because they are trying to get into the headphone market they missed and trying to fortify their presence in streaming.
The future is streaming. Apple already made a huge mistake in the headphone market, but that's small potatoes. They can't afford to miss the market in streaming.