Apple Music Lures Customers With New Music Video Feature

– Apple Music
Paying subscribers can now watch music videos on the service

Apple has launched its music video feature, which had been announced for the iOS 11.3 update, ahead of the update’s actual release.

Only premium subscribers are able to use the feature, and anybody without a full membership will be prompted to take out a subscription upon clicking on a video. Given the popularity of video content, the feature could help accelerate Apple’s acquisition of new subscribers.

The music video feature appears in the browse tab of the Apple Music app. It contains new videos, videos selected based on the user’s personal taste, as well as Apple’s own suggestions and curated playlists.

Apple is aiming to keep up with its biggest competitor in terms of streaming, Spotify, which just launched a couple new multimedia offerings of its own. While Spotify reported 70 million paying subscribers as of January 2018, Apple Music currently stands at some 36 million.

What is more, Spotify is currently preparing for its IPO, which Pollstar took a closer look at.

Apple’s iOS 11.3 update is expected to drop any day now. The company’s new iPad, which started shipping on Tuesday, already comes with the latest operating system, indicating that it’s good to go.

Apple senior vice president of software and services Eddie Cue spoke at this year’s Pollstar Live! conference, to address questions concerning Apple Music and the music business.