Apple Music isn’t the right fit for a classical experience.
Apple Classical has been delayed until 2023.
I’m not sure what’s so hard about giving Primephonic a new coat of paint and adapting it to the backend of Apple Music, but maybe this project is proving more time-consuming than Apple originally envisioned.Plans are always subject to change, so there’s also the possibility that Apple has decided to just bring whatever it can from Primephonic over to Apple Music.
Apple praised that aspect of the service when announcing the acquisition, crediting Primephonic for “search and browse functionality optimized for classical, premium-quality audio, handpicked expert recommendations, and extensive contextual details on repertoire and recordings.” A standalone classical app would give Apple Music a unique perk and leg up on other paid music services. Whether that would help move the needle on overall subscriber count is less clear.
It’s easier to provide classical fans with that type of in-depth functionality in a siloed app rather than cram everything into Apple Music. But Primephonic’s service shut down in September 2021 soon after the acquisition, leaving listeners without their tailored experience. And the wait for a replacement is dragging on longer than some had hoped.
Primephonic customers received six months of free Apple Music, but that access ran out in February. Curiously, February was also when “Apple Music Classical” and “Apple Classical” started showing up in some of Apple’s code.
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