Why do some artists choose not to be on iTunes?

Some artists choose not to be on iTunes to maintain greater control over their music distribution and revenue. They may prefer platforms that offer fairer compensation or align more closely with their artistic values. Additionally, some artists want to avoid the limitations of digital streaming models, opting instead for direct sales through their own websites or alternative platforms that prioritize fan engagement. This decision can also be a strategic move to cultivate a more personal connection with their audience.