Apple Music is a music, audio and video streaming service developed by Apple Inc. Users select music to stream to their device on-demand, or they can listen to existing playlists. The service also includes the Internet radio stations Apple Music 1, Apple Music Hits, and Apple Music Country, which are broadcast live to over 200 countries 24 hours a day. The service was announced on June 8, 2015, and launched on June 30, 2015. New subscribers get a one-month free or six months free trial with the purchase of select products before the service requires a monthly subscription.
Originally strictly a music service, Apple Music began expanding into video in 2016. Executive Jimmy Iovine has stated that the intention for the service is to become a "cultural platform", and Apple reportedly wants the service to be a "one-stop shop for pop culture". The company is actively investing heavily in the production and purchasing of video content, both in terms of music videos and concert footage that support music releases, as well as web series and feature films.
Apple Music allows users to stream over 100 million songs to their device on demand. The service offers curated playlists by music experts and recommendations tailored to a users music preference.[7] The service provides three live 24-hour radio stations: Apple Music 1, led by DJ Zane Lowe, Apple Music Hits, and Apple Music Country, which is broadcast in over 100 countries.[8] The Apple Music Radio service is free for all users, even without an Apple Music subscription. Apple Music subscribers can create a profile to share their music with friends and follow other users to view the music they are listening to on a regular basis.[9] Apple Music's use of iCloud, which matches a users' songs to those found on the service, allows users to combine their iTunes music library with their Apple Music library and listen to their music all in one place. Additionally, the service is heavily integrated into Apple's own in-house services such as their personal voice assistant Siri as well as their audio and video streaming protocol AirPlay. As of late 2019, users also have the ability to access the full version of Apple Music through an Apple-designed web player in beta.
Apple Music's interface consists of five tabs: "Library", "Listen Now", "Browse", "Radio", and "Search". The "Library" tab shows the user's music collection, with options to view songs by "Playlists", "Artists", "Albums", "Songs", or "Downloaded Music". Below these options, the tab also shows music recently added to the user's library. The "Listen Now" tab recommends music for the user based on their music tastes. Human expert selections supplement the algorithmic curation, while users are able to "Like" and "Dislike" songs to further improve music suggestions. "Browse" shows new album releases from artists, playlists curated by the Apple Music team, upcoming album releases, as well as different categories including "Genres", "Moods", "Top Charts", and "Music Videos". The "Radio" tab incorporates Apple Music Radio and other radio stations which play genre-specific or artist-related music, depending on the user's preference. The radio feature in Apple Music allows users to skip songs, view previously played songs on the station, as well as view songs playing next. The "Search" tab features a search box where users can search for artists, albums, Apple Music users, or songs by name or by lyrics.[10] Below the search box, a list of recent user searches and overall trending searches on the service are shown.
When a song is playing, a "Now Playing" bar appears above the bottom navigation bar. When viewed, the Now Playing section allows users to add a song to their library, download it to their device, and like or dislike the song to improve suggestions on the "Listen Now" tab. Other functions of the "Now Playing" section include the ability to control what music plays next and put songs on shuffle or repeat. Additionally, users can view live lyrics of the song they are listening to through the now playing card, which displays the song's lyrics live in sync with the time while it plays to the user.[11]
Each artist page includes a profile banner and a "Play" button which automatically creates a radio station based around the artist. Artist pages also include sections for their featured releases, albums, singles, top songs, and background information. Apple Music users can create their own profile on the service, thus allowing them to follow other users and see what music their followers are listening to.[12]
Before Apple Music, the company's iPod and iTunes were known for having "revolutionized digital music."[19] Former Apple CEO Steve Jobs was known to be opposed to the idea of music subscription services.[20] When Apple bought audio equipment maker Beats Electronics in 2014, Apple gained ownership of Beats' own service Beats Music,[21] and made Beats Music CEO Ian Rogers responsible for the iTunes Radio service.[22] Business Insider later reported that Apple was planning to merge the two services. Apple also hired noted New Zealand born British radio DJ Zane Lowe to serve as a music curator.[23]
After a period of rumors and anticipation, Sony Music CEO Doug Morris confirmed on June 7, 2015, that Apple had plans to announce a music streaming service, saying "It's happening tomorrow,"[24][25] with the launch later in the month.[7] Morris emphasized several times that he prefers paid streaming as opposed to ad-supported, from a financial perspective. Furthermore, Morris said he expects the service to be the "tipping point" to accelerate the growth of streaming, along with arguing that Apple has "$178 billion dollars in the bank. And they have 800 million credit cards in iTunes." as opposed to Spotify, which "never really advertised because it's never been profitable". Morris further argued that "Apple will promote this like crazy and I think that will have a halo effect on the streaming business. A rising tide will lift all boats. It's the beginning of an amazing moment for our industry."[24][25]
The announcement happened as the signature "one more thing..." reveal at Apple's conference.[36] Hip hop artist Drake appeared onstage at the announcement event to elaborate on how he used the Connect platform, and Apple subsequently emphasized how "Independent music can share their music on Connect, too", in contrast to the iTunes Store, where small, independent artists were finding it difficult to participate.[36]
Apple Music launched on June 30, 2015, in 100 countries.[37] Earlier, new users used to receive a three-month free trial subscription, which changed to a monthly fee after three months. The trial lasts for a month now.[38] A family plan allows six users to share a subscription at a reduced rate.[7] Apple originally sought to enter the market at a lower price point for the service, but the music industry rejected the plan.[19] The service debuted as an updated Music app on the iOS 8.4 update. Apple TV and Android device support was planned for a "fall" 2015 launch.[36] A previously unreleased song by Pharrell Williams, entitled "Freedom", was used in promotional material and announced as an exclusive release on the launch of the service.[39] The "History of Sound" advert for the launch of the Apple Music service was soundtracked by the tune There Is No Light by Wildbirds & Peacedrums, from their 2009 album The Snake.[40] Upon its launch, Beats Music subscriptions and playlists were migrated to Apple Music, and the service was discontinued.[41]
In January 2016, Fortune reported that, six months after launching, Apple Music had reached 10 million paying subscribers, having spent six months reaching the same customer base that took competing music streaming service Spotify six years.[48] This customer base increased to 11 million subscribers in February,[49] 13 million in April,[50] 15 million in June,[51] 17 million in September,[52] 20 million in December,[53][54] 27 million in June 2017,[55] 36 million in February 2018,[56] 38 million in March 2018 (just five weeks after the previous milestone[57]), 40 million in April 2018,[58] 50 million as of May 2018,[59] 56 million as of December 2018,[60] and 60 million as of June 2019.[61][62]
In October 2015, Drake and Apple signed a deal to release the music video for "Hotline Bling" exclusively on Apple Music.[64] In December, Apple released an exclusive Taylor Swift tour documentary, called The 1989 World Tour, on Apple Music.[65] In February 2016, The Hollywood Reporter reported that Dr. Dre would be starring in and executive producing a "dark semi-autobiographical drama" called Vital Signs. The production was described as "Apple's first scripted television series".[66] Recode subsequently reported a few days later that the announcement of Dr. Dre's production was an effort to "extend Apple Music" in promotional ways rather than Apple actively exploring original television content. Citing Apple's deals with Drake and Swift in October and December 2015, respectively, the report referenced a Twitter user describing Apple's efforts as "content marketing".[67]
On October 19, 2020, Apple launched Apple Music TV via Apple Music and the Apple TV app in the United States. Apple Music TV is a free, continuous 24/7 livestream focused on music videos, akin to the early days of MTV. Apple Music TV plans on having premieres of new music videos occur every Friday at 12PM ET, as well as occasional artist and themed takeovers, airings of Apple Music original documentaries and films, live events and shows, and chart countdowns. The service launched with a countdown of the 100 most streamed songs in the US of all time on Apple Music.[92] On May 17, 2022, Apple Music announced Apple Music Live, a new concert series that kicks off with Harry Styles live from New York on May 20.[93]
On October 19, 2021, Apple introduced the discounted Apple Music Voice plan at $4.99/month, which limits subscribers to only accessing the service's music library and playback features through Siri.[94] On November 1, 2023, Apple discontinued the Apple Music Voice plan, however no reason for the discontinuation was given.[95]
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