Classical music lover? Apple has good news for you. In a press release, the Cupertino company has just announced the acquisition of Primephonic, a streaming service specializing in this genre.
As the Cupertino company explains, this is a renowned service“which delivers an exceptional listening experience with search and navigation features optimized for premium classic sound, hand-picked expert recommendations, and extensive contextual details about repertoire and recordings. »
And now, this tailor-made experience for listening to classical music will benefit Apple Music customers. Initially, the Cupertino company will integrate Primephonic's catalog and playlists into Apple Music. But the company will also offer, in the coming months, features dedicated to this genre. Then, in 2022, Apple will even launch an entirely dedicated app.
“We love and have a deep respect for classical music, and Primephonic has become a favorite among classical music fans”, said Oliver Schusser, vice president of Apple Music and Beats.“Together we are bringing new classic features to Apple Music, and in the near future we will deliver a dedicated classic experience that will truly be the best in the world.»
With this acquisition, Apple Music targets a niche
In its announcement, Apple also indicates that the Primephonic app will stop welcoming new subscribers. And moreover, it will stop working from September 7. But Apple will offer 6 months of free Apple Music subscription to former Primephonic subscribers.
In any case, with this acquisition, and the integration of Primephonic's catalog and functionalities into Apple Music, the Cupertino company is targeting a very specific demographic. In an article, the TechCrunch site explains that the app was used by a rather elderly audience.
In 2020,a Primephonic manager indicated:“Most of our users are over 55 and are highly educated and relatively affluent. We joke around the office that we don't know if you start liking classical music and then you get rich, or if it's the other way around. »
Afterwards, the integration of Primephonic into a consumer application like Apple Music could also encourage more people to be interested in this genre. Note also that thanks to this acquisition, classical music lovers will be able to benefit from new features, such asaudio spatialoffered by Apple.
