“”I started this curation conversation six years ago, and everyone thought I was talking about The Force, like it was an ancient religion,” says Jimmy Iovine, 62, a legendary producer, Interscope and Beats co-founder and latterly, since Beats Electronics’ $3.2 billion (£2 billion) Apple buyout in 2014, a creative force behind Apple Music, the company’s new streaming service,” Michael Rundle reports for Wired UK. “‘But now that’s all people talk about. Of course [music] needs curation. Curation was supposedly not hip — that’s bullshit. Curation is a big thing to us, and no one is going to be able to catch us or do it better,’ [Iovine says].”

“Apple has had curation tools before; the Shuffle button, the Genius algorithm and the iTunes Store itself were all efforts in helping users navigate content, with varying degrees of randomness and intelligence. But now, with Apple Music, curation is pretty much Apple’s entire music product,” Rundle reports. “In Apple Music [Beats Music’s] DNA of curation was combined with Cupertino’s design expertise, its vast number of iTunes and iPhone customers, and the company’s deep knowledge of their music preferences, to create a service with greater nuance that you might expect.”

“The result is a growing sense that Apple Music is more than the sum of its parts,” Rundle reports. “Beats 1 is by some distance the most traditional element of Apple Music — let’s face it, it’s a radio station, no more or less — but surprisingly it already feels like a hit. No listener figures have been released to date, but creatively the radio station is (subjectively) flying, propelled by the sheer charisma of Zane Lowe and its other presenters. On one recent afternoon, Lowe opened his 5PM BST show with one-hit-wonder Len’s ‘Steal My Sunshine’, then transitioned to ‘Supersonic’ by Oasis, via Lou Reed’s ‘Walk on the Wild Side’, which merged seamlessly into A Tribe Called Quest’s ‘Can I Kick It?’. It was intense, but in the moment pretty much perfect radio. ‘I love it when a plan comes together,’ Lowe shouted at one point, in between sounds of pre-recorded explosions.”

Tons more in the full interview here.

MacDailyNews Take: Apple Music is getting better and better with use, as it learns what we like – and Zane Lowe was a genius hire.