Earlier this week at Apple’s Worldwide Developers Conference in San Francisco, Apple unveiled its long-rumored reboot of Beats Music. In some respects, this day was one that many who have followed streaming music since its inception have anticipated and dreaded.
Many have waited for the day Apple, with its juggernaut marketing muscle and insatiable appetite to create a market out of thin air, got behind subscription music. Many posited that this would be the day that streaming music would finally come of age.
In the 13 years since Rhapsody introduced the first licensed subscription service, the product has been on the fringes of the mainstream. Even today, only 41 million people around the world pay for an on-demand music service.
Why the dread? Many in the business who have been here since the beginning felt that the day Apple came into the market, it would be game-over for them. Many believed that powerful Apple would take all the oxygen out of the market and there would be no room for other players in the field.