Apple Music is gearing up for a bold refresh, drawing inspiration from TikTok’s lively, trend-setting style. The platform plans to spotlight short, catchy video snippets and content crafted by users, making exploring new tunes feel more interactive and fun.
This shift shows Apple’s keen awareness of how TikTok’s quick, viral clips spark music crazes and shape what’s popular. Behind the scenes, Apple Music’s leadership is also getting a reboot. Rachel Newman, a seasoned pro, teams up with Ole Obermann, who brings TikTok music know-how, to steer the division.
They work under Oliver Schusser, who manages Apple’s wider services like Apple TV+ and Beats. This reshuffle aims to free up Schusser’s plate and inject fresh, creative ideas into the mix. The makeover is Apple’s way of keeping pace in the fast-moving music streaming scene, where social platforms often dictate the next big hit.
By weaving in TikTok’s snappy, visual flair, Apple Music hopes to pull in younger fans who love hands-on, shareable experiences. Recent steps, like adding TikTok sharing in iOS 18.1, hint at Apple’s goal to blend music with social buzz. Though specifics on new features are still hush-hush, the vision is bold: transform Apple Music into a hub where fans don’t just play songs but dive into a lively world of videos and community-driven content. As listening habits shift, Apple’s banking on this spirited, connected approach to keep fans coming back.