I know I, personally, have completely stopped buying music from the iTunes Store but would start again the minute they offered lossless files. That is despite the fact that I subscribe to Apple Music because I still like to own my favorite music. Until then, I've returned to files ripped from CDs or get them from Bandcamp and other sources that offer lossless files. It seems like Apple is missing out on a lot of revenue here, or is that just me?