Adam Kos It was in August of last year when Apple announced that it had bought Primephonic, a service focused exclusively on serious, i.e. classical, music. A year later, nothing has happened, and Apple Music is successfully ignoring it just as successfully as it did before the acquisition. Despite its initial promises, Apple probably won't make it by the end of the year.
Maybe they're trying to shorten our wait for the Apple Music Sing feature, which should arrive by the end of the year with the iOS 16.2 update. However, it is a very different genre, singing along to popular songs rather than listening to classical artists. Not to completely criticize Apple Music for that, you can find a lot of classical music there too, but the search is complex, tedious, and of course the content is not as comprehensive as many would like.
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You will find most of the new compositions here, for example The New Four Season - Vivaldi Recomposed by Max Richter, but each artist understands the Four Seasons differently, when they add something of their own and thereby impress the result with a completely different experience. The problem then is that Max Richter's Four Seasons is not the same as anyone else's Four Seasons. And that is exactly what the new platform should address.
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Time is running out
At the same time, it is not information that was picked up from the finger, because after the purchase of Primephonic Apple in the press release he announced, that he plans to launch a dedicated classical music app next year. The next year is this year, which is already coming to an end. Specifically, the company stated: "Apple Music plans to launch a dedicated classical music app next year, combining the classic Primephonic user interface that fans have come to love with additional added features."
Since then, however, it has been quiet, at least from the mouth of Apple. The Primephonic platform stated on its website that "working on an amazing new classical music experience with Apple for early next year." But that start of the year was pointed to March 9, 2022, the day after Apple held an event where it introduced the Mac Studio, Studio Display, fifth-generation iPad Air, and third-generation iPhone SE. So everything indicated that a new platform would also come, but it did not appear.
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At the same time, Primephonic was terminated in September 2021, when its subscribers received half a year of Apple Music for free. This meant that until the end of February this year, previous subscribers could still use some of the music streaming service, which would also record the performance of the new one right after, in early March. Back in February, a "Open in Apple Classical" code link was discovered in the beta version of the Apple Music app for Android. Then in May, similar links were revealed in the iOS 15.5 beta, including an "Apple Classical Shortcut". Even more code then appeared in an XML file directly on Apple's servers in late September.
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Better library management
Apple said it will incorporate Primephonic's best features, including "better browsing and search capabilities by composer and repertoire" and "detailed views of classical music metadata" when it's quite possible the company just needs more time to finish. Primephonic also operated with a unique pay-per-second-of-listen model instead of a monthly and virtually unlimited subscription model, so perhaps this confused Apple as well.
So at this point, the arrival of Apple Music Classical, Apple Classical, or anything else with the classical music moniker from Apple is uncertain. On the other hand, it would be sheer stupidity on his part if he didn't try to get the money back somehow. It probably won't make it until the end of the year, but it would certainly be a nice opener for the spring Keynote.
