Bloomberg is reporting that a new version of Apple Music — most likely embedded in iOS 11 — will ship later this year that begins shifting the emphasis of the service from music to original video programming. The report notes that the new Apple Music service could host upwards of 10 original shows by the end of 2017.
At this point, video is available in Apple Music but it’s difficult to find — tap on the Browse button, then scroll down to “Music Videos”. There you’ll currently find a mishmash of videos based on featured content, top videos or new releases. There’s no way to easily get the app to show you videos from your favorite genres, nor will it show items personalized for your tastes.
iOS “number” updates are usually where Apple makes major changes to its built-in applications, so it’s likely that any improvements to Apple Music would be showcased at WWDC 2017 in June, then be released in the fall.
Apple’s video content plans — with the exception of “Planet of the Apps” and “Carpool Karaoke” — seem to be rather monotone, focusing on rap and hip-hop. Documentaries on rapper Drake’s music label Cash Money Records have been discussed, as well as a show announced today from Live Nation and Sean “Diddy” Combs. Continuing in that vein are rumors of a series based on Beats Music co-founder and Apple executive Dr. Dre, as well as a sequel to R. Kelly’s rap opera “Trapped in the Closet.”
If Apple plans to expand Apple Music’s reach, they’d do well to look beyond a single genre.
