Techcrunch is reporting that Apple might be considering shuttering Beats’ streaming service, Beats Music. Having paid 3 billion for the headphone makers earlier this year, Apple hasn’t done a lot with Beats and didn’t mention the service in its recent iPhone press conference.
Apple has since responded to TechCrunch stating that their report of Beats being shut down “is not true”, but sources familiar with the situation tell Re/code that Apple “may, however, modify [Beats Music] over time, and one of those changes could involved changing the Beats Music brand.”
When Apple purchased the headphone maker it was thought the purchase was a gateway to securing Apple’s streaming future with a ready-made alternative to Spotify. But if yesterday’s reports are to be believed, Beats isn’t going to be Apple’s answer to streaming, at least not in its current format.
Quite where this leaves Beats, iTunes Radio and Apple’s future plans for streaming is unclear but it’s clear Beats isn’t going to be overtaking Spotify anytime soon.
Rumours have suggested that Apple could make streaming an option in iTunes, but is understandably weary if it cannibalises its sales, whilst other sources have suggest Apple will make more music announcements early next year. Either way, the longer Apple dither the further ahead Spotify will get.