Apple will discontinue the streaming music service Beats Music it acquired in May, according to five sources
Some five very reliable sources have confirmed that Apple doesn’t have any encouraging plans for the recently purchased Beats Music. The fruit company is planning to discontinue the streaming music service and a couple of engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes. There is no confirmation when the Jimmy Iovine and Dr Dre’s music service will completely shut down and what Apple plans to do now with the streaming but all sources have pointed out towards one thing and that is the setting down of Beats Music.
On the other hand Apple has very confidently stated that these reports don’t hold any truth whatsoever but sources who know what’s going on have informed port of Beats being shut down “is not true”, but sources familiar with the situation tell Re/code that Apple “may, however, modify [Beats Music] over time, and one of those changes could involved changing the Beats Music brand.”
This also makes perfect sense if we take into consideration another source that claimed that the Beats Music brand will be shut down, but that it’s unclear what Apple wants to do in streaming music. There is a high possibility of it being rolled into iTunes rather than being shuttered completely.
Perhaps we have the wrong definition of ‘shut down’ here and it is understood that Apple’s response really depends on the interpretation of this term. But even if Apple is planning to roll the Beats Music into iTunes and remove the dedicated Beats Music app from the App Store, it would still be termed as a shut down. If it is true that Apple is molding Beats into iTunes, then there wont be any point for Apple to maintain the Beats rand independently.
It is surprising how we didn’t notice the change in the interiors of the new iPhones which no longer come with pre-installed Beats Music and still had several other Apple apps. This was the biggest red flag Apple could have ever given us. There was also nothing said about Beats Music during the Apple Watch reveal, even though the service’s radio and fire-and-forget playlists could work well on a wearable. There was a lot going on around August for the advertisement of the Beats Music for the new iOS 7 users but this soon died down as there was hardly any mention of the name at the September launch event was when Apple CEO Tim Cook said the new U2 album would be available there.