Just two weeks ago Apple Music launched its Apple Music streaming service.
Being an ‘Apple person’ who has always been quick to seize upon the new that the company offers I immediately downloaded the app and signed up for the three month trial. But it occurred to me today that since that day I’ve totally forgotten about.
Why is this? After all I love music and still buy vinyl music to listen to on my record player. When I’m out (and can’t carry my music collection around with me) I use Spotify Premium, which has been a part of my life for four years. And that’s Apple Music’s problem – because unlike in previous times, it has not created anything new in my life.
On Spotify I have already created (and discovered) playlists and artists, so why would I want to use Apple Music and effectively recreate my record collection again? It’s been a forgettable disappointment because hitherto Apple has always been the company that was guaranteed to give me something that was new – for example the iPod, the iPhone and the iWatch.
Even Apple Music Radio, the much-vaunted live worldwide music service broadcast from Los Angeles, New York and London, doesn’t really provide anything new. The BBC Playlister app already allows me with the capability to export tracks from my favourite station straight to Spotify. Moreover the Apple Music app isn’t really an app at all – it’s just a button that says ‘Music’.
So for the past two weeks I haven’t even thought about Apple Music and its fundamental failing is Apple’s inability – for the first time – to provide something new.
Now maybe Apple Music will become the biggest thing in the world and maybe I’ll have another look. But until then I’ve forgotten about Apple Music.