Apple has hitched itself to music celebrities to pitch Apple Music, the $10-a-month digital service launched a year ago. There was the very public catering to Taylor Swift. Apple broke out its checkbook for exclusive rights to albums from Frank Ocean and Chance the Rapper. Trent Reznor from Nine Inch Nails and Dr. Dre are Apple executives now. Apple Music is so beyond cool it’s frozen.
But to take Apple Music mainstream, Apple needs to cozy up not only to the hip musicians but also to the dull guys in suits who run the world’s mobile phone companies. They won’t get Tim Cook into hot parties, but the phone companies are crucial to Apple Music’s future.
Source: Bloomberg Gadfly