Apple Shuttering Beats Music
Apple is shutting down Beats Music as it shifts its focus to its Apple Music streaming service.
The Nov. 30 shutdown of Beats Music should come as no surprise. It has been rumored since last year that the service would be shuttered eventually.
Beats executive Dale Bagwell said although subscriptions will be cancelled as of Nov. 30, customers can move their picks and preferences over to Apple Music “right now.”
“All the pros that curated music for you are still crafting more amazing experiences,” Bagwell wrote on a Beats support page. “Plus, on Apple Music, you’ll get even better recommendations based on music you already listen to and love, 24/7 global radio with Beats 1, exciting material from your favorite artist, and more.”
Apple acquired Beats Electronics, the Jimmy Iovine and Dr. Dre-run music company, for $3 billion last May and it has been rumored since last fall that Apple would eventually shutter Beats’ $10-a-month subscription streaming music service.
“Many engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes,” a TechCrunch report said at the time. “It’s not clear when exactly Jimmy Iovine and Dr Dre’s music service will be shut down or what Apple will do with streaming, but every source with knowledge of the situation that we talked to agreed Apple plans to sunset the Beats Music brand.”
Despite shutting down Beats Music, Apple continues to capitalize on the experience of music heavy weights and Beats co-founders Iovine and Dr. Dre as well as the music tech-savvy of the Beats engineers.
Record producer Iovine and Dr. Dre, a rapper, are known to have their fingers on the pulse of all that is current and popular in the music industry — and it is that insight that makes the pair a valuable asset to Apple. It is of little doubt the pair were heavily consulted on Apple’s music streaming service, which launched in June.
Apple Music brings 24/7 music to more than 100 countries. The ad-free subscription service costs U.S. customers $9.99 a month after their free three-month membership runs out. There is also a family plan providing service for up to six family members available for $14.99 monthly.
Apple Music did lose 4.5 million of the 11 million initial subscribers once the free trial membership for the service expired for early sign-ups in October. It has since grown to about 15 million subscribers with more than 8.5 million new customers giving the free, 90-day trial a whirl.
With the shut down of Beats Music, Apple is likely hoping that will bolster its customer base considerably as Beats customers were already paying $10 a month.