GrϋvMe App Allows for iTunes-free iPhone Entertainment

Startup Florida company M3X Media is aiming to free iPhone users from the iTunes software.

The company — which announced it raised $10.5 million in funding in February — April 21 launched a public beta test of its GrϋvMe service, which allows iPhone users to play games, listen to music and watch movies, without using Apple’s popular music- and movie-based application.

“M3X Media’s optimized site for the iPhone and the new GrϋvMe service represent well-deserved freedom of choice for all consumers of digital entertainment,” said Jim Devericks, M3X Media chairman and CEO. “Until now, Apple and the service providers have called the shots as to what consumers can view and listen to on their wireless devices and how much they pay for it.”

M3X Media said the service will feature full-length movies and cable TV programming once the beta testing period ends. However, a company spokesman was not available to share which content owners have signed on for the service.

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