Apple's struggles with social networking continue, as its mostly-ignored artist Connect feature is said to be set for a "demotion" in the upcoming revamp of Apple Music in iOS 10.
With the next-generation iOS 10 update, Apple Music Connect will no longer be featured among the parent menus at the bottom of the Music app, according to 9to5Mac. Instead, Connect could become more difficult to find within the "For You" recommendations tab.
In addition to being hidden further within the Music app, the report suggested that there will be no new features added to Apple Music Connect.
The apparent slow demise of Connect mirrors Apple's previous attempt at a music-related social networking service, Ping, which it introduced with iTunes 10 back in 2010. Ping lasted just two years before Apple killed the project, ending its efforts to promote music discovery through a proprietary medium.
Unlike Ping, which allowed individual users to share music with friends, Connect focuses on artists, intending to allow them to keep in touch with fans by sharing updates and tracks. Users can automatically follow artists on Connect when they add songs to their music library.
Apple Music Connect launched as part of iOS 8.4 last summer, earning a spot as a parent menu alongside My Music, Playlists and Radio. Since its launch, Apple has offered users a roundabout way to remove Connect from the Music app, if they so choose.
Apple is apparently working on a major overhaul for the Apple Music streaming subscription service, expected to be unveiled at this June's Worldwide Developers Conference. It's said that Apple is looking to update its Music app for iOS with a more intuitive user interface, responding to complaints from users who have been confused by the integration of Apple Music into traditional music libraries from iTunes.
Apple's annual Worldwide Developers Conference kicks off on June 13. In addition to a revamp for Apple Music, the next-generation versions of iOS, OS X, tvOS and watchOS are also expected to be announced.