Apple Music: "Oh ok."

At the end of an otherwise tightly exectuted, surprisingly compelling, and at times (iPad multi-tasking, Siri improvements), genuinely exciting WWDC keynote, Apple CEO Tim Cook returned to the stage at Moscone Center promising an audience of press, devs, and nerds “one more thing.” No person on Earth with access to the internet was surprised when Tim Cook then introduced Apple Music, Apple's new music streaming service, which had all but been previously announced in countless leaks, drips, drabs, and reports in the weeks, months even, prior to yesterday's keynote. No, what was surprising was the dumpster fire of a presentation that followed. As Dr. Drang understates it, “it was painful to watch,” with no less than five alternating presenters, or possibly just four with one android playing Jimmy Iovine, trying “to explain what Apple Music is and why we should care, and they all failed.”

Presentation aside, Apple Music looks pretty good, just like every other streaming app currently available. I didn't see any particularly compelling reason to switch from Spotify, but I am perfectly willing to have my mind changed when Apple Music, its generous 3 month free trial, and promise of access to the Tay Tay and the rest (of most) of the iTunes library goes live at the end of the month.

+ Per the post title, Spotify founder and CEO Daniel Ek's initial reaction to Apple Music in just two words: “Oh ok.”

+ “It's not significantly better or worse than Spotify — or Tidal, or Rdio, or Google Play Music, for that matter. But that's the advantage of controlling the platform for Apple: it really doesn't need to be significantly better. It just has to be good enough, have a large enough library, and feel comfortable enough for the wide swath of people that use it. If it feels advanced enough for millennials but still gives us olds our files and our iTunes — and it does all those things — we'll probably stick with it. Even if it does hide our favorite stuff in random drawers sometimes.” That according to The Verge's Dieter Bohn, who got some hands-on time with Apple Music after yesterday's keynote.