Apple Music Embraces TikTok Vibe? Shakeup Hints at Major Changes
Apple Music is undergoing a significant transformation, hinting at a future shaped by TikTok-inspired innovation. Recent leadership changes, including the high-profile hiring of a top TikTok executive, suggest a strategic shift towards a more dynamic and engaging user experience. Could this be the beginning of a new era for Apple's streaming service?
Earlier this week, the news broke that Apple Music was getting new co-leadership with Rachel Newman and Ole Obermann. Obermann's addition is particularly noteworthy, coming directly from TikTok where he served as Global Head of Music Business Development. His “a newly created role focused on strategy and innovation,” according to Music Business Worldwide, signals Apple's intent to inject fresh ideas into their music platform.
This move follows a broader reorganization within Apple, affecting both its global government affairs and music divisions. The government unit is seeing shifts in oversight across Europe and Asia, while Apple Music is gaining a fresh structure with co-heads reporting to Oliver Schusser, who also oversees Apple TV+, sports initiatives, and Beats.
While Apple hasn't issued a public comment, industry insiders suggest these changes are geared towards modernizing the Apple Music experience. The core UI hasn't seen significant updates since its debut, and many users feel it's time for a refresh. The question is: what exactly will that refresh look like?
Obermann's tenure at TikTok revolved around forging deals with artists and fostering platform growth. His focus on “strategy and innovation” at Apple Music suggests a move beyond simply adding new features. Could we see features similar to TikTok's algorithm-driven discovery or short-form music clips integrated into Apple Music?
The core user experience in Apple Music hasn’t changed all that much since the service first debuted. New features in the Music app arrive regularly, and enhancements like Spatial Audio have been highlights too.
These internal reshuffles come at a crucial time for Apple, as they navigate a dynamic tech landscape. By bringing in outside perspectives and reorganizing internal structures, Apple aims to stay competitive and innovative.
What changes do you want to see in Apple Music? Are there any TikTok features you think would be a good fit for Apple's streaming service? Share your thoughts in the comments below!
