Apple honors Prince on Twitter, Tidal takes opportunity to push exclusive streaming catalog

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Apple and Beats executives tweeted messages in tribute of legendary musician Prince, who passed away on Thursday, while Tidal took the opportunity to advertise its exclusive streaming rights to the musician's catalog.

On Twitter, Apple CEO Tim Cook called Prince "a true innovator and a singular artist," saying "his music and influence will live on for generations." Marketing chief Phil Schiller's take was more succinct. "'The sky was all purple' RIP #Prince," Schiller said, referencing to perennial classic "1999."

Apple's company accounts, including Beats 1 Radio and Apple Music, retweeted messages from DJs Zane Lowe and Julie Adenuga, but did not link to iTunes' catalog of Prince tracks.

Jay Z-owned streaming service Tidal, however, took a different approach. As noted by Variety, the company posted the following on its official Twitter and Facebook properties:

"A genius, innovator, creator, family member, Prince will be truly missed."

Walking the tightrope between tribute and self-promotion, Tidal included a link to Prince's dedicated streaming page, the web version of which echoed the passage above, adding, "He shared his creative vision and asked for nothing in return. With heavy hearts- prayers and blessings go to all those around the world that share the same love as us. LET'S CELEBRATE A LEGEND."

Tidal is the only streaming music service to offer Prince's full music catalog. Rival Spotify previously had access, but the musician removed all content from that outlet last year.

Apple also lacks rights to stream Prince tunes through its Apple Music subscription service, though the company does sell his music on iTunes. As a consolation, Beats 1 radio, the free-to-stream arm of Apple Music, is covered under broadcast licensing agreements and has been playing Prince tracks throughout the day.

Prince was found dead at his estate in Chanhassen, Minn., this morning. He was 57.