“The much-anticipated Apple Music launch came and went yesterday, and initial reactions to the new streaming service were largely positive,” Paul Sawers writes for VentureBeat.

“Sandwiched in between the old world order of iTunes and the new ‘Spotify-killing’ on-demand audio emporium in the cloud, was the equally curious Beats 1, a radio station headed up by Zane Lowe, Ebro Darden, and Julie Adenuga, from studios in Los Angeles, New York, and London respectively,” Sawers writes. “So wait — let’s get this straight. Apple basically hired some D.J.s and launched its own radio station directly in its ‘innovative’ new music-streaming service? Yes, that’s about the size of it. It’s hardly reinventing the wheel or, dare we say it, reinventing the music industry. But don’t let ‘simplicity’ get in the way of what Apple’s doing here.”

Sawers writes, “It’s a minor masterstroke from Apple, one that offers a simple, frictionless channel for the Cupertino-based company to get the attention of millions of people with the promise of the best new music picked by experts.”

Read more in the full article here.

MacDailyNews Take: What’s old is new again.

Apple’s Beats 1 DJ Zane Lowe: ‘Into the unknown we go’ – July 1, 2015
AccuRadio CEO: Apple Music’s Beats 1 won’t garner a huge audience – June 30, 2015
Apple’s Beats 1 starts broadcasting – June 30, 2015