Apple is now in the web radio business and because of the size of the iTunes membership, the service instantly becomes one of Pandora’s top competitors. As expected, Apple unveiled iTunes Radio on TUesday at a press event at the company’s headquarters in Cupertino. The radio service will be part of the iOS 7 update when the software is rolled out on Sept. 18, and users can create their own stations. The service is very similar to Pandora in that it allows users can tweak the direction of their radio listening on the fly. Apple said users can adjust by tapping “Play More Like This” or “Never Play This Song.” The service is offered free of charge and iTunes Match subscribers don’t have to see any ads. The radio feature will also simplify the buying process. Users that hear a song can click a nearby buy button as the song plays or later can check their history for a list of all the music they’ve heard.