Home / Android / Apple just made a key hire that could unravel the mystery of its content strategy

Apple just made a key hire that could unravel the mystery of its content strategy


Apple named a new Apple Music boss on Wednesday, and his background hints at what the corporate’s to this point nebulous content strategy could be going ahead.

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Oliver Schusser might be the new vp of Apple Music and global content. He’ll break up his time between Apple’s Cupertino headquarters and Culver City, California, the place many TV displays and films are filmed, in line with Variety, which previous reported main points of Schusser’s appointment. Variety additionally studies that Schusser used to be key in Apple’s acquisition of Shazam, which makes use of algorithms to spot tune.

While Apple is understood basically for its focal point on tune, the reality that Schusser additionally has a background in tech acquisitions — akin to Shazam — and can paintings phase of the time in Culver City suggests that Shazam and films could transform a severe phase of Apple’s ambitions, versus just bonus content for tune fans.

In different phrases, Schusser would possibly supply the lacking hyperlink between Apple’s ambitions in tv, tune and synthetic intelligence by means of bringing all of those components below one chief. Despite akin to Apple TV and HomePod, Apple’s overarching media strategy has failed to provoke some critics to this point.

Schusser, who joined Apple in 2004, has demonstrated a capability to paintings with tune labels, studios and publishers — the firms that resolve Apple’s content acquisition prices, because it seeks to compete with large spenders akin to Netflix. He’s additionally labored across the world, crucial house of experience as Apple offers with content demanding situations in large markets akin to China. (He’s additionally prior to now labored at Universal and Napster.)

His duty is now larger than ever.

Apple Music now has 40 million paying subscribers, the corporate stated on Wednesday, which means that it’s greater than midway to catching as much as newly public rival Spotify, with 71 million paid subscribers (despite the fact that Spotify has a overall of 157 million per thirty days customers because of its loose platform).

That’s a speedy push taking into account that closing June Apple Music had 27 million paid subscribers. A 12 months in the past Spotify stated it had greater than 50 million subscribers.

Schusser’s promotion displays Apple’s rising focal point on device and products and services, as smartly. Schusser will report back to Eddy Cue, Apple’s senior vp of web device and products and services — a industry that used to be $eight.five billion closing quarter. (CEO Tim Cook has stated he desires to double this line of industry by means of 2020.)

Apple Music has its roots in Beats Music, which got here to the corporate thru a acquisition. Still, a supply informed Variety that Schusser’s promotion has “no have an effect on on the present status of Jimmy Iovine,” a Beats alumnus who lately is helping run Apple Music. The Wall Street Journal reported closing month that Iovine could be moving into a consulting function at Apple in August, and Iovine later showed that he’s transferring to a consulting function at the corporate.

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