“Apple will discontinue the streaming music service Beats Music it acquired in May, according to five sources, including several prominent employees at Apple and Beats,” Josh Constine reports for TechCrunch.

“Many engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes,” Constine reports. “It’s not clear when exactly Jimmy Iovine and Dr Dre’s music service will be shut down or what Apple will do with streaming, but every source with knowledge of the situation that we talked to agreed Apple plans to sunset the Beats Music brand.”

“Considering Apple’s penchant for simple, unified brands, and how it despises fragmentation, shutting down Beats Music makes a lot of sense. Running a second music service in parallel with iTunes that forces people to learn a whole new interface might have confused customers. Beats Music’s CEO Ian Rogers was also put in charge of iTunes Radio, meaning he’s already splitting his time rather than just focusing on Beats Music,” Constine reports. “The big question is what will Apple do with streaming music. Buying Beats Music may still assist Apple hear through talent, technology, and industry relationships even without the Beats Music brand. One source said Apple may roll streaming into iTunes.”

Read more in the full article here.

MacDailyNews Take: Rolling music streaming subscriptions into iTunes makes much more sense than trying to keep the Beats Music brand.