Apple Streaming Service Will Launch Today at WWDC, Says Sony Exec

By Gerald Lynch on at

Apple's long-awaited, Beats-powered Spotify rival is ready to bolt, according to executives at music label Sony. With the Cupertino company gearing up for its annual WWDC conference today, Sony Music CEO Doug Morris has told guests at the Midem Music Industry Festival that the unveiling of Apple's Beats fuelled service will take place at the event.

That shouldn't come as too much of a surprise to you all by now, and with WWDC traditionally a software-focussed event, it makes sense for Apple to give the streaming service some time in the limelight away from a bit iPhone or iPad launch. Though not revealing any specifics on pricing, Morris did state that he believed Apple's attempt would be a "tipping point" for streaming, bringing the tech mainstream. Though popular, Spotify's lack of profits have always prevented it from going on a marketing blitz, whereas Apple has both the cash and installed customer base to make a significant impact. You're talking customers potentially in the hundreds of millions.

We'll have full coverage of all tonight's announcements, so keep checking back to Giz for your summer Apple fix a little later. In the meantime, brush up on what to expect from the near-certain iOS 9 update, thought to be landing tonight. [VentureBeat]