Apple apparently wants to make it easier for iPhone and iPad users to identify the songs they hear, so the company is reportedly planning on including Shazam's song identification technology in iOS 8. Including Shazam as a system-level feature would make it easier to answer those "what song is playing" questions, but could put a crimp in sales of competing apps.
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Including song identification in iOS 8 would give Apple yet another way to drive customers to the iTunes Store, and if that technology comes from Shazam, it'll be a hard blow for SoundHound.