Apple on Monday unveiled its own digital music streaming service at the annual Worldwide Developers Conference. The upcoming launch of Apple Music comes to no surprise to competitors and users alike; the past few years have seen a shift from owning your own music to having unlimited streaming access.
If there is something Apple is good at, it’s identifying a market that isn’t living up to its potential. Not only that, it comes up with something to blow its close competitors out of the water.
With Apple Music slated to launch at the end of this month, the tables seem to have turned. For the streaming music market, there are already well-established companies (see: Spotify, Deezer and TIDAL) who have innovated solutions to their own failed attempts.
In other words, if it ain’t broke, don’t fix it. And perhaps that is how the Apple pendulum will swing from now on – none of the technical features on Apple Music screams innovation in any way:
Offers human-curated playlists? Check. Contains over 30 million songs? Check. Offline listening? Check and check.
Simply put, Apple Music seems to do little to stand out when stacked up against its more established rivals. At the same time, one should not immediately dismiss Apple Music’s potential, nor should they downplay existing streaming services.
According to Deezer CEO Hans-Holger Albrecht, there are different ways in which a particular music streaming service appeals to users.
“Ultimately, consumers will decide which streaming service meets their needs best – the biggest brand might not necessarily offer the best fit for them, and the jury is out on Apple Music,” he adds.
Others like Spotify founder Daniel Ek haven’t taken too kindly to Apple’s move to have a slice of the music streaming cake.
Spotify CEO’s two-word response to Apple Music http://t.co/xIHYM3pr2I pic.twitter.com/283zXar1TF
— Mashable (@mashable) June 8, 2015
Despite such a lukewarm entry into the music streaming party, not all is bleak in the Apple camp.
The competitive feature of Music remains to be its open environment approach; its three month trial and $14.99 Family Membership (where up to six people can enjoy access) opens doors to potential users, giving them real incentive to make the switch.
I for one will definitely be trying out Apple Music. It’s shows real potential and allows for family plans. $15 for up to 6 family members.
— Ask Mike Tech Help (@graystweets) June 12, 2015
Much like Jay Z’s TIDAL, Apple Music’s ecosystem will help unsigned artists to reach listeners and audience they deserve. This is not mere lip service to independent musicians – Apple also introduced specific plans to integrate said artists in the mainframe under “Apple Music Connect”.
Unsigned artists can share music on Apple Music. Stay tuned for my mixtape 👀
— ( ͡° ͜ʖ ͡°) (@RMellinger69) June 8, 2015
“Share your thoughts and ideas, post demos, remixes, lyrics – really, anything you can imagine – and connect with fans all around the world,” its page reads.
In what should be a move that can only boost its popularity, Apple Music will be made available on Android interfaces. Whereas iTunes radio was walled off from non-iOS users, Android users will be able to expect Apple Music in the Google Play Store.
By making Apple Music for Android, Apple acknowledges its competitor as too big to ignore http://t.co/JOjK7trVPR pic.twitter.com/Q69QkziNsm
— The Verge (@verge) June 10, 2015
If anything, Apple Music only makes the digital music streaming industry even more competitive than it already is. Once it officially launches on June 30, expect its close competitors – also market moguls, might we add – to further differentiate themselves from rivals.
Featured images from ibnlive, Six Colors and Apple Insider.
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