To be honest, I’m feeling a little let down: when IOS5 was released for the iPhone and iPad, Apple introduced iCloud and a new feature, called iTunes Match:

iTunes Match

If you want the benefits of iTunes in the Cloud for music you haven’t purchased from iTunes, iTunes Match is the perfect solution. It’s built right into the iTunes app on your Mac or PC and the Music app on your iOS devices. And it lets you store your entire collection, including music you’ve imported from CDs or purchased somewhere other than iTunes. For just $24.99 a year.²

Here’s how it works: iTunes determines which songs in your collection are available in the iTunes Store. Any music with a match is automatically added to your iCloud library. Since there are more than 20 million songs in the iTunes Store, most of your music is probably already in iCloud. All you have to upload is what iTunes can’t match. Which is much faster than starting from scratch. Once your music is in iCloud, you can stream and store it on any of your devices. Even better, all the music iTunes matches plays back from iCloud at 256-Kbps AAC DRM-free quality — even if your original copy was of lower quality.

This I decided was a ‘must-have’ feature, so when I installed IOS5 and was prompted to set-up iCloud, I religiously upgraded to 50GB of storage for an additional £70 a year, thinking this would include iTunes Match.

I was misled.

iTunes Match was due to be rolled out by the end of October 2011 but Apple has missed this deadline. Oh and compare and contrast the US iCloud features site and the UK version. See what’s missing? Yes, that’s right: no iTunes Match.

Apple. Epic. Fail.