Yesterday news broke that Apple was reportedly going to shut down its newly purchased Beats Music streaming service which Apple quickly dismissed as false although it does sound like changes for the brand and service are in the works as you might expect. Re/code’s John Paczkowski shared today that such a rebrand could be slated for February:
Now that we’ve established that Apple is not “shutting down” Beats Music, the streaming service that Tim Cook in May lauded as the “first music subscription service that really got it right,” and we’re all agreed that it makes far more sense for the company to dump the Beats Music brand and integrate the service into an offering of its own, we can move on to another more interesting question: When will Apple show off the new version of its subscription service and its new brand? Here’s a guess backed up by some industry scuttlebutt: February — presumably timed to the Grammy Awards, which will be held Feb. 8.
With Apple currently maintaining a streaming music service branded as iTunes Radio and a separate on-demand music service branded as Beats Music, it’s not hard to believe that the service is due for some reworking under Apple’s ownership.