With the name Apple Inc. in it and the backing of people who created Beats, Apple Music was expected to be an instant hit. The creators expected it to attract many users, but that has not quite been the case. The service with 13m paying subscribers – well short of Spotify by some 17m – is still far from being the dominating force in the music streaming industry.
Problem With Apple Music
Apple’s music service has been criticized on two grounds basically – it is not easy to use, and the difference between it and Spotify has not been made clear to the people who do not see a reason in switching to it from Spotify.
Lately, Apple Music’s approach has been to promote as many big name stars as possible, so that it becomes the first preference of people for whom self-image matters a lot. Now, the firm has released two new ads, focusing on the ease of use of the service, and both these ads feature producer DJ Khaled.
In one of those, he can be seen with actor Ray Liotta at the nail salon. Liotta plays the neophyte, who finds it hard to believe that one little phone can have thousands of songs. This might seem very basic, but there are quite a few people who still feel the same. Liotta naturally wants a Doobie Brothers song, and DJ Khaled shows him how simple it is to find and play the song just by just speaking to the phone.
Apple Inc. ’s music service has also been the subject of a Reddit thread discussing how confusing it is as a product, and therefore, beginning with the very basics is the best thing to do.
Will Apple Overtake Spotify?
In the second ad, we can see Khaled riding along in an open-top car with model Naomi Campbell. It is a vehicle, whose purpose is to feature Khaled’s new collaboration with Drake. They stop by the ocean, and once again Khaled shows how easy it is to find his music on Apple’s service and play it, but this time to Campbell.
Anyone who is cool and famous as per Apple Music can have a considerable amount of money thrown at it from the service. Recently, there was Taylor Swift and now DJ Khaled. But, it remains to be seen, how many people will really bother to ditch Spotify for the simple reason that some stars are shilling for its competitor.
Nevertheless, it will be really hard for Apple Inc. to displace Spotify – a service popular among people for being easy to use and easy to enjoy. And, this will be the biggest problem ahead of Apple Music.
On Monday, Apple shares closed up 0.73% at $98.63. Year to date, the stock is down over 8% while in the last one-year, it is down over 23%.