“Music is an awkward subject for Apple. Music streaming represents one of the rare incidents of Apple losing control of one of its product’s life cycle (iTunes and the move from paid downloads to streaming),” Neil Cybart writes for Above Avalon. “In some ways, this should not be considered too big of a deal since the music business is a fraction of its former self as the product has seemingly been commoditized. In reality, it is more complicated, as Apple’s future product aspirations remain aligned with content, just not in a way that most people think. Music streaming and piracy will force Apple to reluctantly pivot its music strategy. While one can harp on the fact that Apple is incredibly late to the game, there are signs that Apple has already settled on a new music strategy: curation and discoverability. ”

“At first glance, such a situation would seem pretty bleak for Apple as music consumption is no longer tied to using iTunes,” Cybart writes. “In reality, there is still a way for Apple to regain a standing with music and it involves taking a page from the iPod/iTunes playbook: software. Differentiation in music still exists through curation and discoverability, although it remains obscure and clunky. Faint elements of social can be found throughout the entire process. Ask someone why they choose Soundcloud over Spotify or iTunes and you will get an answer. While it is debatable whether that answer is easy to replicate, the point is there is an answer. People still consider there to be some level of uniqueness in terms of how they discover music. Apple’s goal is to position Beats as the answer to music’s software problem.”

Much more in the full article – recommended – here.