Apple launches iTunes Tumblr page as part of social media push

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Apple on Monday took its social media presence to a new level by launching a new Tumblr page dedicated to iTunes, which currently contains pictures, video and GIFs focusing on the "Best of 2014."

Apple's iTunes Tumblr page shares visual similarities with the company's official website, but takes on the popular social media site's image-heavy style.

The page itself is broken into categories for iTunes' major product categories — music, movies, TV and iBooks — each including a short promo video running through the best content of 2014. For example, Beyonce is featured in the top spot on the iTunes Music Tumblr landing page as 2014's best artist, above random pictures, GIFs and video of Nikki Minaj, Sam Smith, Taylor Swift and more.

Today's Tumblr launch is part of Apple's fresh push in social media that has seen enhanced consumer outreach on platforms like Twitter, Facebook and, most recently, Instagram. Under CEO Tim Cook, Apple executives have also taken a shine to Twitter and other services, completely divergent from the closed-off company run by late cofounder Steve Jobs.

Potentially behind the renewed interest in social is new Apple hire Musa Tariq, a social media guru who previously worked under current retail chief Angela Ahrendts during her time as CEO of Burberry. Prior to joining Apple, Tariq was senior director of social media at Nike, a strong player in community-driven ad campaigns.