iTunes Festival is an annual concert series put up by Apple. It debuted in London, England in 2007 and has been held there annually ever since. Lasting a month, it's held at the Roadhouse art centre in September. In 2014 Apple expanded the iTunes Festival for the first time, bringing it to Austin, U.S.A. as part of the annual South by South-West (SXSW) event.
Eddy Cue, senior vice-president of internet services and iTunes is the Apple executive in charge of the event.