Doug Morris, the CEO of Sony Music, appears to have pulled the trigger early on Apple’s planned announcement of its new streaming service.
Speaking at a music conference in Cannes yesterday, Morris said of the long–rumoured rival to Spotify, Pandora and Rdio that “it’s happening tomorrow”
Morris was effusive in his praise of Apple’s new product, predicting it would prove to be a tipping point in streaming thanks to Apple’s huge advertising clout and the fact that 800 million people already use iTunes.
Apple Music, as the service is expected to be called, will apparently form part of a wider change to the company’s iOS Music app.
Word is it’ll sit alongside a revamped iTunes Radio which will have celebrity DJs and curators at the helm.
Apple is said to be offering a three month free trial for all users as it looks to entice them across to its platform and ditch Spotify.
This has met with resistance from labels, after it was claimed Apple did not want to pay for rights for music streamed in those initial three months.
It’s believed an Android version of Apple’s service will also launch, as the company looks to maximise its audience by being platform-agnostic.
It will use the Beats streaming service it bought last year as the basis for the Google–based add–on.
More details will be revealed at the company’s WWDC event, which starts this evening at 6pm UK time.