iTunes means many things, so what we actually mean when we say “iTunes” depends on context. On my Mac I use iTunes to listen to music, but on an iPhone you use iPod to listen to music and iTunes to buy music. Tomorrow maybe you’ll stream music from iTunes, or with iTunes, or from Apple’s iTunes website after you’ve synced it with your iTunes library.
This choice of words, that the announcement is “From iTunes” and not “From Apple about iTunes,” makes iTunes feel like an entirely separate company. And I think to many people, the ones who say “iTouch,” iTunes IS an entirely separate company than Apple.