Apple Music
Apple's subscription music streaming service with 100+ million subscribers and deep integration across Apple devices.
Definition
Apple Music is Apple's subscription-based music streaming service, launched in 2015 following the acquisition of Beats Music. With over 100 million subscribers globally, it's the second-largest music streaming platform behind Spotify.
The service offers 100+ million songs, lossless audio quality, Spatial Audio with Dolby Atmos, and deep integration with Apple's ecosystem of devices. Apple Music for Artists provides analytics and promotional tools, while the platform's editorial team curates influential playlists and features exclusive releases.
Why It Matters
Apple Music's subscriber-only model means every stream generates revenue - there's no ad-supported free tier diluting per-stream payouts. For artists, Apple Music streams often generate higher royalties per play compared to freemium platforms.
The platform's integration with Shazam (which Apple owns) creates powerful discovery pathways. Songs identified via Shazam can automatically add to Apple Music libraries, connecting real-world music discovery to streaming engagement.
Examples in Practice
Exclusive first-week releases on Apple Music have driven platform-switching behavior, with major artists negotiating windowed exclusives to maximize streaming bonuses and chart positioning.
Apple Music's Spatial Audio push has created new mixing and production considerations, with labels investing in Dolby Atmos versions of catalogs to receive premium placement.
The platform's global editorial teams curate market-specific playlists, making localized playlist pitching essential for international marketing campaigns.