Trent Reznor is rebuilding Apple’s Spotify killer from ground up


Apple has big ambitions for its new music streaming service.
Beats redesign is coming to WWDC 2015. Photo: Jim Merithew/Cult of Mac
Photo: Jim Merithew/Cult of Mac

Apple is planning to unveil a hot new redesign of Beats Music at WWDC. The new streaming service is aimed at killing rival’s like Spotify and Pandora, but rather than relying on an Apple software veteran to redesign Beats Music, Nine Inch Nail’s frontman has been tapped to lead the redesign.

Nearly a year after acquiring Beats for $3 billion, Apple plans to overhaul its music strategy behind the Beats Music redesign, reports the New York Times. Reznor, who was the chief creative officer for Beats, has been made the point main for overhauling the iOS music service to include the streaming service.

Early rumors claimed the biggest selling point of Apple’s music service could be the price tag. While Spotify and Rdio cost $10 per month, Apple was aiming to sell its service for $8 per month, but the company has been unable to convince label executives to go along with their pricing.

Apple’s inability to secure a lower price than rivals is a sign that the company’s leverage has weakened in the music industry. Toni Sacconaghi, a financial analyst for Sanford C. Bernstein, told the New York Times the labels are happy Apple is trying to play catchup for once.

“They’re used to being a shaper rather than a responder,” Sacconaghi said. “This is one of the few times where Apple is playing catch-up and not necessarily coming from a position of strength.”

The new app, code named “Copper”, is being made in collaboration with Reznor, Jimmy Iovine, and other Beats and Apple employees. The new service could include some of Beats Music’s features like curated playlists, and more visual appeal. Full details are expected to be revealed at WWDC in June.


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