Apple Music VP Oliver Schusser says that while AI-generated music now makes up a large share of submissions to Apple Music, it accounts for almost none of what people actually play.
In an interview published on April 22, Schusser highlighted an imbalance. He explained that more than a third of tracks delivered to the service are "100% AI," but listening remains below 0.5%.
Apple is taking proactive steps before AI-generated music distorts the platform's integrity. "We have developed — and we've never talked about this — but we've developed technology in-house that would allow us to exactly see what music people are delivering us," Schusser said, "what AI [model] it is and all that."
The company is asking labels and distributors to disclose AI use in songs, while also relying on internal systems to analyze incoming content and verify those disclosures.
AI music is surging on Apple Music
Tools that can generate full tracks with minimal input have made it easy for distributors to flood streaming platforms with new material. However, listener behavior hasn't changed at the same pace, as reported by Billboard.
"Now, the reality is, the usage of the AI music on Apple Music is really tiny," Schusser revealed. "I'm rounding but it's below 0.5% of usage."
Music discovery relies on cultural relevance, artist identity, and editorial promotion. This limits the reach of anonymous or mass-produced tracks.
Apple shifts responsibility to labels while tightening fraud controls
Apple mandates content providers to flag AI-generated material at delivery, placing responsibility on labels and distributors. Schusser acknowledged that many may not fully understand the extent of AI in their catalogs.
Internal detection tools give Apple a second layer of oversight. The company can analyze submissions to identify AI usage, which helps validate disclosures and monitor trends across the catalog.
Fraud remains a central concern, but Apple has seen improvement. "The good news is our fraud penalty works incredibly well. We've seen a 60% reduction sort of over time in fraud, just because of the penalty."
Schusser argued that free, ad-supported tiers devalue music, making Apple Music a paid service that prioritizes artist compensation and consistent pricing.
"I think it's not the right thing for songwriters and artists to just say, you know what, we're going to give this away for free — especially with the very little monetization that artists and songwriters are going to get in return."
Apple can take that position because its services business is supported by hardware. Its Apple Music service is part of a larger ecosystem rather than a standalone revenue engine.
The company prioritizes curation, radio, and device integration over volume or algorithm-driven features. Spatial Audio aligns with this approach.
Schusser mentioned that Apple prioritized a format that is audible and usable across various devices. It avoids lossless audio because of the popularity of wireless headphones, as Bluetooth doesn't support lossless formats.
"We worked with Dolby on creating [sound that comes] not from two sides, but really from everywhere. And it actually worked on pretty much all devices."
Ultimately, AI-generated music isn't reshaping what people listen to, but it is increasing how much content enters the system. Apple is building guardrails to keep an imbalance from overwhelming the service.
