Apple Music is a streaming service that offers users curated music collections, algorithmically generated playlists, and live radio. Customers have access to all 70 million songs, music videos, and content for $9.99 per month for an individual, $14.99 per month for a family, or $4.99 per month for a student. The service competes directly with Spotify with its offerings, and has captured a large portion of the streaming market in only a few years.
● More than 70 million songs
● More than 60 million users
● Human-curated playlists for artists and genres
● Personalized algorithmically generated playlists
● iTunes Match integrates user's library
● Live radio
● Available on Apple devices, Android, Alexa, and the web
● $9.99/month for individual plan
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Apple's move to streaming came when Spotify was dominating the market, so Apple purchased Beats by Dre for $3B in its biggest acquisition to date. The headphone business continues to operate within Apple, but the digital music service called Beats Music transitioned into Apple Music. The $9.99/month app includes streaming music from the three major labels and indie recording artists.
Apple Music Features
The music service has always existed on three primary tent poles: human curation, personalization, and 24-hour live radio. From these, Apple has branched its streaming service into a monolith capable of competing directly with Spotify and YouTube Music.
Apple employs music experts and brings in external talent to curate playlists based on specific genres or moods. The early version of this feature saw playlists from influencing companies and curators like MTV, but now Apple has taken control of its playlist crafting.
Custom playlists are maintained weekly, featuring custom artwork. As of iOS 14, the artwork is animated when browsing the Music app.
The human element goes deeper than playlists, as Apple has its own host of live radio shows, interviews, and concert films under the umbrella Apple Music radio.
Artists and users can curate their content too. Each user gets an optional public profile with their latest tracks and public playlists available. Users can follow each other and artists to see what content they are listening to.
Apple also curates a few specialty playlists that encompass many genres and styles. These playlists serve as a great starting point for any user, whether new or veteran.
The flagship playlist is called "New Music Daily" and includes a new artist and song every day. The playlist maintains 100 songs at all times, and the playlist description will change to describe the latest addition each day. Apple intends for this playlist to show users new music that appeals to everyone.
Apple promotes new artists and their upcoming music using the "Up Next" playlist. Each update brings a new song from an artist that curators think will be the next big thing.
Other popular playlists include genre-specific playlists like "Today's Hits" and "Rap Life." There are curated sets and playlists for every genre and mood.
While the human element is a big part of Apple's streaming service, algorithms are too. As you listen to music, mark songs you like, dislike artists, and add music to your library, the algorithm will learn what you like.
When creating an account, you are taken through an on-boarding process that gets a base sample of what you like. From there, each interaction in the app shapes the user's algorithm profile.
Within the "Listen Now" tab, there are curated music selections based on this information. There are also multiple playlists updated each week:
- New Music Mix
- Favorites Mix
- Chill Mix
- Friends Mix
- Get Up! Mix
New Music will guess what new music you may like while Favorites pulls from your listening history. Chill plays lower BPM based on your likes, Get Up! plays higher BPM, and Friends will curate music based on what your friends listen to. These playlists are updated once a week.
Unique playlists are generated based on your listening habits across an entire year. "Apple Music Replay" functions as an algorithmic look back at your music taste and how it changes year-to-year.
Replay playlists become available at the beginning of the year and are updated each week until the end of the year. At the start of a new year, a new playlist starts. There will be a Replay playlist for each year since you created your account.
Apple Music TV
Apple Music TV is a 24-hour music video streaming channel. The channel plays a curated list of music videos throughout the day with some video interviews and specials shown intermittently. It is a throwback to the old days of MTV when you could tune in at any time to see all the most popular music videos.
Apple has shown increasing interest in music videos since its streaming service launched. It started with investments into exclusive music videos and slowly evolved into this streaming channel. You can view Apple Music TV within the Music app or TV app.
Apple Music radio
When Apple's music service launched, the company started a live radio station called Beats 1 Radio. This station was a 24-hour radio show with a rotating schedule of 12 hours of live shows, then 12 hours repeating that content.
Launching in over 100 countries, the station matured with many blockbuster artists hosting their own shows. Now that the service is over five years old, Apple transitioned the radio brand into Apple Music Radio and the Beats 1 station is now Apple Music 1.
The change brought two new radio stations with it – Apple Music Hits and Apple Music Country. Each of the three channels retain the same concept of a 24-hour live radio station with rotating artist shows.
The Hits channel focuses on the last 40 years of popular music with artists like Snoop Dogg and Alanis Morissette hosting shows. Country focuses on the sound of country music and the superstars within the genre like Carrie Underwood and Dierks Bentley.
Apple Music 1 continues Beats 1's styling with a focus on modern hits around the world. When Beats 1 first launched, criticism centered on a lack of variety outside of Hip-Hop, House, and Pop. The new stations directly address those issues.
While these stations all perform live all day, if a listener has a favorite show, they can stream the show on-demand. The live stations are all free and do not require a subscription. However, replaying old shows requires an active subscription.
The same idea around unlimited streaming drives both Apple's service and Spotify. As of October 2019, Spotify announced that it had 248 million users compared to Apple's 60 million. However, a majority of Spotify's users are on the ad-supported free version, with only 113 million paying for the premium service.
Spotify's numbers are still nearly twice Apple's user base, but Apple reached that number in less than half the time. This can be attributed to the default music app on the iPhone offering the service, and the education of the market surrounding streaming in 2015 versus 2008.
Apple does not let users select a default streaming service on devices like iPhone, iPad, or HomePod. This has contributed to anti-trust investigations into Apple's streaming platform and whether it has too much power within the Apple ecosystem.
Apple attempts to diversify itself from its competitors through exclusive deals and radio programs. Apple frequently bids on entertainment deals for live show streams or concert films as well.
Apple's music service offers an extensive free trial – originally three months, now just one. Users can also find free trials attached to new device purchases, or even as part of Verizon contracts.
Initially, artists and musicians were not going to be paid for their music's use during free trials. Following protests from the likes of Taylor Swift, who pointed out that free streaming would impact album sales, Apple recanted. Apple now pays artists regardless of a user's trial status.
On the other hand, Apple has, from the start, been a better payer for artists than its rival services. By contrast, the likes of Spotify often find themselves in lawsuits for missing payments or underpaying artists, or even stealing music outright.
Overall, Apple's music platform and the paid premium tier of Spotify have contributed to the music industry's financial fortunes improving.
However, there have also been what is now called streaming wars, when one service will arrange an exclusive deal with an artist that excludes others.
For example, in 2016, Frank Ocean released the album "Blonde" to Apple Music and iTunes for a two-week exclusive. It was reportedly Ocean who decided to do this, the album's record label was not involved, and the album's record label was not amused, either.
Universal called for an end to exclusives. Speaking later for Apple, Jimmy Iovine distanced Apple from the whole arrangement.
"We had a deal – we were working with Frank Ocean, and he controlled where his music came out," Iovine said. "Why would it be in our interest to be part of a fast one, a slow one, or any one? We were getting the record no matter what. Whatever happened with him and Universal is really between him and Universal. It has nothing to do with us. Nothing."
Speaking of putting distance between artists and the streaming service, Apple shut down its much-touted Connect feature in December 2018. This was a music social-media service intended to connect artists and audiences, much as Apple's previous Ping service had.
It wasn't exactly the same as Ping, but it met the same fate. Since then, Apple has reached out to Genius, a service that interviews artists about their music and provides lyrics to supply content to Apple exclusively. Artist bios and album descriptions, along with Beats 1 interviews and radio shows, still allow users to connect with their favorite artists, but this isn't as direct a social connection.
Apple has started a $50 million fund for indie music labels and distributors. This is to combat the industry's financial strain caused by the lack of live shows during the global COVID-19 pandemic.
It appears that the fund will go toward one-off advance payments pulled from future artist royalties. Only labels and distributors with a direct distribution deal in place with Apple qualify. Those that do must also meet a minimum of $10,000 in quarterly earnings on the service. The limitation rules out indie labels distributed through larger labels.
Another initiative called "Stream Local" was created to promote South African musicians during the crisis. Starting on April 11, 2020, users can check out playlists and albums in a special section of the App Store featuring popular South African artists.
Autoplay Mode, designated by an infinity (∞) symbol, has been added to allow users to stream music endlessly. First, the Music app will play all queued songs, albums, and playlists. Once finished, it will play music based on music in your library and playlists, similar to an existing Spotify feature.
The original landing page, which was once titled "For You," is now rebranded as "Listen Now." The tab serves as a one-stop-shop for all your favorites and curated playlists for your mood. There are widget-style tiles within this tab, which makes using the app more accessible and more visually appealing.
It also brings in new Stations For You features, focusing on artists you actively follow. Lastly, the tab also include "Friends Are Listening To," which allows you to see what music your friends are into lately.
iOS 14 also receives a new search tab, with an overhauled autocomplete feature, suggested categories, and updated filter settings to find exactly what you want to listen to.
In iPadOS 14, the Music app looks more akin to the macOS version. It allows users to browse quickly via an easy-to-use sidebar. The sidebar is customizable with collapsable sections, allowing users to tailor the experience to what they prefer.
iPad can also take advantage of a full-screen Now Playing experience. You can easily toggle between seeing time-synched lyrics or the Up Next queue, too.
The regular subscription price is $9.99 per month for one person. There's also a family subscription option which, for $14.99 per month, is for up to six people in the same household.
Apple also offers a student rate of $4.99 per month, and there is a one-month free trial for any user.
The service is also included in Apple One bundles, which launched in late 2020.