In a New York Times article today, Laurie Flynn looks at the undeniable success of Apple’s iTunes Music Store, but cautions that the company will have to continue to innovate if it is to keep competitors at bay. In speaking of Apple’s recent 100 million song download contest, Flynn says: “But with the arrival of new competitors in online music this year and powerful new threats from the Microsoft Corporation and others, Apple is going to have to come up with a lot more than contests to keep market share. The company is focusing on making its music service as much an experience as a store, and is enhancing features to turn casual browsers into repeat customers.”