As we draw nearer to WWDC 2015, Apple's rumoured relaunch of Beats Music has taken a few twists and turns of late. While it is generally acknowledged that Apple is set to shake the streaming music world up come its WWDC opening keynote, the ins and outs of how it will go about doing that are as yet something of a mystery, with conflicting reports muddying already cloudy waters.
Last year, Apple acquired Beats Electronics for the sum of $3 billion, and since, the Cupertino company has overseen a handful of new hardware releases. Yet while the headphones and speakers have become an iconic part of popular culture, the future of the Beats Music streaming service has remained the subject of much speculation, particularly given the small matter of iTunes Radio. But now, some new information has come to light detailing Apple's plans in this regard, and it would appear that a concerted assault on Spotify et al is nigh.
Apple broke the habit of a lifetime earlier this year in its move to snap up the well-known, high-profile Beats Electronics for $3 billion, and since then, the company has wasted little time in improving and updating its new subsidiary's range of products and services. As well as the few new pair of headphones that have manifested since the takeover, the Beats Music subscription service has been a major topic of conversation, and with Apple looking to use its vast iTunes catalog as leverage in the battle of the modern digital music portals, it looks like the Beats Music app will become a part of the stock repertoire early next year.
Apple is looking to cut down the subscription fee for its Beats Music streaming service, from $10 to $5 a month. This seems to be part of the drive to revamp the service itself since Apple acquired the Beats Electronics brand a few months back.
It's been the question on everyone's lips ever since its huge acquisition story a few months back, but the mystery around just what Apple will do with Beats Music may be about to come to an end. With Apple expected to make use of the streaming service in one way or another, the question has always surrounded whether it would keep Beats Music as is, or roll it into iTunes instead. Now, following a report that claims to cite multiple sources, it appears that Beats Music may be living on borrowed time.
Apple finally put the rubber stamp on its deal to acquire Beats Electronics, and immediately, Apple made some adjustments to the Beats Music streaming service app on iOS. The app is, incidentally, also available to those on Android and Windows Phone, although at this moment in time, limited to those within the confines of the United States.
Apple officially just acquired Beats Electronics for the tidy sum of $3 billion, and although the iPod maker's CEO had a few thoughts to add in the official press statement, a subsequent interview has shed even more light on just why Apple put down such a sizeable wad of cash to purchase the iconic audio brand.
The Beats brand, which started out as a line of headphones dreamed up by hip-hop mogul Andre "Dr. Dre" Young and fellow producer / entrepreneur Jimmy Iovine, now spawns several product categories, and more recently, evolved into a music subscription service by the name of Beats Music. Now, the Beats Music app for iOS has just been bumped to version 2.0, offering native support for the iPad. Check it out after the fold.
After being originally teased back in October of last year, the Beats Music app is now available to download for iOS, Android and Windows Phone through the relevant app stores. Beats, a company who take their music very seriously, are describing the new service as a place being "curated by people who believe music is emotion and life". The differentiating factor that exists within Beats Music appears to be the fact that the app and service is built around musical customization that exists to try and present subscribers with a perfectly curated playlist of music based on their current tastes and moods.