Apple’s bold plan to convert casual music fans into streaming subscribers

Apple needs no shelter, thank you.
Apple is hoping to move you from a music collector to a file-streamer.
Photo: Jim Merithew/Cult of Mac

Imagine clicking iTunes’ “Buy” button to purchase the latest record from Drake or Pharrell Williams, only to get a popup from Apple suggesting you’re behind the times.

That’s what might happen as Apple uses its massive consumer base to push streaming music on the masses, even going so far as prompting iTunes users to switch from buying songs to subscribing to a cloud service.

That sort of mid-purchase upsell is just one possible element of Cupertino’s strategy to shake up the music industry again, and the Apple streaming music plan just might be crazy enough to work.

Apple makes targeted ads possible on iTunes Radio

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Photo: Apple
Photo: Apple

Apple is beefing up its iAd network for iTunes Radio by making it easy for advertisers to target certain customers. Like iAds for apps, advertisers can also buy their own audio ads without having to go through Apple’s sales team.

The change seems geared towards making advertising on iTunes Radio a more attractive opportunity, especially now that brands can use Customer Match, Apple’s ad-targeting system.

Apple’s on the hunt for music masters who know their pop culture

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Looking for your Almost Famous moment? Try joining Apple as a music journalist. Photo: DreamWorks
Looking for your Almost Famous moment? Try joining Apple as a music journalist. Photo: DreamWorks

iTunes might currently be flagging compared to rivals like Spotify, but it seems that Apple has some big ideas to bolster its music services — and unlike many companies in Silicon Valley, they’re not going to be based solely on better algorithms.

In a new job posting, Apple makes clear that it wants to lead the way when it comes to specialized employees who know their music. In particular, the company is seeking an editorial producer, based in London, with a background in both music journalism and pop culture.

Christmas-themed stations come to iTunes Radio-ho-ho-ho

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Brush up on your Christmas carols ahead of the holidays, thanks to iTunes Radio. Photo: Mike Renland/Flickr
Brush up on your Christmas carols ahead of the holidays, thanks to iTunes Radio. Photo: Mike Renland/Flickr

Christmas is still a few weeks away, but Apple is getting into the holiday spirit by activating a number of its festive-themed curated iTunes Radio stations — ranging from collections of country Christmas songs, to stations featuring the kind of Christmas standards we all know and love.

The ten stations include Children’s Christmas Holiday Sing-Along, Country Holiday, Classical Holiday, Holiday Classics, Holiday Hits, Latin Holiday, Rockin’ Holiday, Soulful Holiday, Swingin’ Holiday and The Sounds of Christmas.