iLoungeiLounge
  • News
    • Apple
      • AirPods Pro
      • AirPlay
      • Apps
        • Apple Music
      • iCloud
      • iTunes
      • HealthKit
      • HomeKit
      • HomePod
      • iOS 13
      • Apple Pay
      • Apple TV
      • Siri
    • Rumors
    • Humor
    • Technology
      • CES
    • Daily Deals
    • Articles
    • Web Stories
  • iPhone
    • iPhone Accessories
  • iPad
  • iPod
    • iPod Accessories
  • Apple Watch
    • Apple Watch Accessories
  • Mac
    • MacBook Air
    • MacBook Pro
  • Reviews
    • App Reviews
  • How-to
    • Ask iLounge
Font ResizerAa
iLoungeiLounge
Font ResizerAa
Search
  • News
    • Apple
    • Rumors
    • Humor
    • Technology
    • Daily Deals
    • Articles
    • Web Stories
  • iPhone
    • iPhone Accessories
  • iPad
  • iPod
    • iPod Accessories
  • Apple Watch
    • Apple Watch Accessories
  • Mac
    • MacBook Air
    • MacBook Pro
  • Reviews
    • App Reviews
  • How-to
    • Ask iLounge
Follow US

News › Apps › Apple Music

Apple Music

Iovine: Apple’s original content strategy ‘has nothing to do with what Netflix is doing’

Last updated: May 16, 2021 1:48 pm UTC
By Jesse Hollington
Iovine: Apple’s original content strategy ‘has nothing to do with what Netflix is doing’

In an interview with Variety, Apple Music chief Jimmy Iovine discussed his vision for building Apple’s streaming music service into a blending of “the worlds of Silicon Valley and the entertainment industry,” sharing some passing insights on Apple’s aims for its much-rumored original content strategy and how he believes streaming can be done “right.” In speaking to Apple’s move into original video content, Iovine made it clear that the company’s plans are focused entirely on material that fits in with and enhances the Apple Music experience in order to “make the music service a cultural point of reference” and that it’s not in any way about competing with Netflix.

Advertisements

Iovine: Apple’s original content strategy ‘has nothing to do with what Netflix is doing’

To me it’s all one thing. It’s Apple Music, and it happens to have video and audio.

… It has nothing to do with what Netflix is doing.

Iovine also revealed that he knew from the start that his original Beats Music service was not something that they ever expected to be able to scale to a large subscriber base on their own, and that joining Apple was basically the outcome they were looking for when they built the service. Despite heavy consolidation and turnover in the music streaming space, however, Iovine makes it clear that he doesn’t see it as a “winner-take-all” proposition, and that there’s room for multiple players “if streaming is done right.” Iovine explains “right” by pointing out that each service needs to be “culturally different” so that there’s something to offer that builds on top of the catalog of music to give the service a personality and feel. A key differentiator for Apple Music out of the gate was Beats 1, and clearly Apple’s move into original video content for Apple Music subscribers is expected to allow them to keep building Apple Music into its own distinct music culture.

Iovine also points out that as a streaming service, Apple Music is able to take more risks than mainstream radio can, providing periodic shows from established names while also improving exposure for emerging artists. Asked about Apple Music’s exclusive releases, Iovine suggests that they’re not at all central to what Apple is doing (“We did ‘em. We’ll do some more.”), and that in many ways they’re still just experimenting.

Advertisements

Latest News
The 16-inch M4 MacBook Pro 48GB 512GB is $300 Off
The 16-inch M4 MacBook Pro 48GB 512GB is $300 Off
1 Min Read
Apple Releases New ‘Hold That Train!’ Ad for Apple Arcade
Apple Releases New ‘Hold That Train!’ Ad for Apple Arcade
1 Min Read
Apple Launches New Apple Card Promo
Apple Launches New Apple Card Promo
1 Min Read
Facebook Gains Passkeys Support
Facebook Gains Passkeys Support
1 Min Read
The Anker Nano II 65W Compact Charger is $25 Off
The Anker Nano II 65W Compact Charger is $25 Off
1 Min Read
New ‘Shot on iPhone’ Short Film Debuts
New ‘Shot on iPhone’ Short Film Debuts
1 Min Read
Apple Camp for Kids Program Starts in June
Apple Camp for Kids Program Starts in June
1 Min Read
Apple to Start iPhone Foldable Production This Year
Apple to Start iPhone Foldable Production This Year
1 Min Read
The Apple Watch Series 10 is $100 Off
The Apple Watch Series 10 is $100 Off
1 Min Read
AirPods Pro 3 May Debut in 2026
AirPods Pro 3 May Debut in 2026
1 Min Read
Oakley Smart Glasses Announced
Oakley Smart Glasses Announced
1 Min Read
The Apple Watch Series 10 is $100 Off
Apple Watch Ultra 3 Might Arrive Soon
1 Min Read

iLounge logo

iLounge is an independent resource for all things iPod, iPhone, iPad, and beyond. iPod, iPhone, iPad, iTunes, Apple TV, and the Apple logo are trademarks of Apple Inc.

This website is not affiliated with Apple Inc.
iLounge © 2001 - 2025. All Rights Reserved.
  • Contact Us
  • Submit News
  • About Us
  • Forums
  • Privacy Policy
  • Terms Of Use
Welcome Back!

Sign in to your account

Lost your password?