Apple buys classical music service

Grand piano

Apple has announced it has acquired Primephonic, the classical music streaming service launched in Amsterdam in 2014.

With the integration of Primephonic’s specialist features, which include handpicked expert recommendations and extensive contextual details on repertoire and recordings, Apple Music subscribers will get a significantly improved classical music experience beginning with Primephonic playlists and exclusive audio content. Better browsing, search capabilities by composer and by repertoire and detailed displays of classical music metadata will be added over the coming months.

Oliver Schusser, Apple’s vice president of Apple Music and Beats, said, ‘We love and have a deep respect for classical music, and Primephonic has become a fan favourite for classical enthusiasts.

‘Together, we’re bringing great new classical features to Apple Music, and in the near future, we’ll deliver a dedicated classical experience that will truly be the best in the world.’

Thomas Steffens, Primephonic’s co-founder and CEO, said, ‘Bringing the best of Primephonic to Apple Music subscribers is a tremendous development for the classical music industry. Artists love the Primephonic service and what we’ve done in classical, and now we have the ability to join with Apple to deliver the absolute best experience to millions of listeners. We get to bring classical music to the mainstream and connect a new generation of musicians with the next generation of audience.’

Primephonic is no longer available for new subscribers and will be taken offline from 7 September. Apple Music plans to launch a dedicated classical music app next year. Meanwhile, current Primephonic subscribers will receive six months of Apple Music free.

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