Apple Music subscribers have started spotting a “Music Videos” section in their Apple Music app, which can be found by looking in the “Browse” tab.
While music videos have been available in Apple Music since the start, the dedicated section shows that Apple is keen to showcase them as a big part of its $9.99 per month service. The curated section features both new videos and also artist and region-specific highlights.
The feature is part of Apple’s iOS 11.3 update, although some people are also reporting it appearing for them in iOS 11.2.6.
Apple’s moving into video content
Highlighting a curated section dedicated to videos makes total sense for Apple Music. Right from the start, one of Apple’s main differentiators from its more algorithmic rivals has been a focus on discovery and putting a more human face on it. Apple has also focused on human curation in the App Store.
The latest Apple Music move particularly makes sense as Apple moves into original content video production. If it wants to make itself synonymous with this type of content, then making sure that users associate Apple Music with music videos is absolutely the right way to go about it. Apple first introduced music videos as part of its iTunes offering way back in October 2005 — to immediate success.
One question we do have, however, is whether Apple will at some point consider taking an algorithmic approach to the service in order to recommend videos based on what users listen to. A personalized YouTube-style service might not be what the company has in mind — but it’s certainly a feature that I’d like to see.
At present, almost 40 million people pay to listen to Apple Music. While it still lags behind Spotify in terms of subscribers, Apple’s continued focus on its streaming music app means that it will possibly take the lead in the U.S. this summer.
Are you an Apple Music subscriber? Let us know your thoughts in the comments below.