Apple Music acquires Primephonic classical music service, promises dedicated app next year

The news: Apple has confirmed their most recent acquisition of Primephonic, which will be shut down on September 7 prior to being integrated into Apple Music next year.

  • Primephonic is “the renowned classical music streaming service that offers an outstanding listening experience with search and browse functionality optimized for classical, premium-quality audio, handpicked expert recommendations, and extensive contextual details on repertoire and recordings.”
  • A dedicated Apple Music Classical app is said to launch sometime next year with Primephonic integration and exclusive content

Our take: This acquisition comes a bit out of left field, but seems to tap into a music niche that Apple wants to be associated with their brand. But the fact that Primephonic is just shutting down on September 7 with no integration into Apple Music until next year is a bad look. Why not keep the service up until you can make a smooth transition into Apple Music?