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Jimmy Iovine Confirms that Apple is creating an Entire Pop Cultural Experience for Apple Music

1afx 88 cover Jimmy Iovine


On Thursday Patently Apple posted a report titled "Original Movies and TV Series could be coming to Apple TV Subscription Service Later this Year." The Wall Street Journal had reported that Apple is planning to build a significant new business in original television shows and movies," that would boost iDevice sales designed to offer Mobile TV services. Yesterday the executive in charge of Apple Music, Jimmy Iovine, elaborated on Apple's vision.


Iovine spoke with The Hollywood Reporter last night at the Television Critics Association winter press tour where he was promoting his upcoming HBO documentary The Defiant Ones. The documentary centers on his relationship and partnership with Dr. Dre. Among their many collaborations, the two teamed together on Beats Electronics, which Apple bought for $3 billion in 2014, a deal that gave both Iovine and Dr. Dre senior titles at the technology giant.


Iovine further stated that the hope for Apple is that it will be better to compete with streaming music competitors like Spotify and Pandora, which are largely free for users. "We're fighting free. So a simple utility where, here's all the songs, here's all the music, give me $10 and we're cool, is not going to scale.


At Apple Music, what we're trying to create is an entire cultural, pop cultural experience and that happens to include audio and video. We're going to do whatever hits popular culture smack on the nose. We're going to try." For more on this read the fulll Hollywood Reporter story here.


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