In a bid to expand its classical music offering, Apple Monday announced that it has acquired Primephonic. The Amsterdam-based service, which launched in 2014, will bring a laser focus on a music genre that’s been sorely lacking in Apple Music’s generalized approach to streaming. (TechCrunch)
There will also be a standalone Apple Music classical app coming sometime in 2022. Effective immediately, Primephonic is no longer accepting new customers, and the service as it exists today will shut down on Sept. 7. (The Verge)
Over the next few months, Apple also said it plans to take advantage of Primephonic’s detailed information about classical tracks to improve browsing and search capabilities. Subscribers will also get access to playlists and exclusive audio. (CNBC)
Primephonic initially gained popularity as the go-to streaming service for fans of classical music in the U.S., U.K. and The Netherlands, where it initially operated before expanding globally in 2019. (Billboard)