In an unexpected move, Apple announced in
late October that it would launch Apple Music
TV, a new 24-hour curated live stream of chart-
topping music videos, designed to encourage
more consumers to subscribe to its Apple TV+
streaming service. The firm’s first foray into
live TV might have gone down without much
fanfare, but it sets a precedent for the future.
INTRODUCING APPLE MUSIC TV
It’s been almost a year since Apple launched
its premium television streaming service,
and though it’s scored a couple of hits and
awards for titles like The Morning Show, it’s fair
to say that Apple has struggled to convince
consumers that it’s a service worth signing up
for. At least yet, anyway. Apple offered Apple
TV+ for free for consumers who purchased
an iPad, iPhone, or Apple TV device, and that
free trial offer has been extended through
February amidst the COVID-19 pandemic,
which has halted production on upcoming TV
shows and movies. Apple, naturally, wanted
to ride the wave of some of its successful titles
like Jennifer Aniston-led The Morning Show
and the critically-acclaimed “Beastie Boys Story,”
“Defending Jacob,” “Central Park,” “Home” and
“The Elephant Queen,” but the pandemic put
a spanner in the works and canceled plans for
fall releases of its hard-hitters. Several shows
are back in production following a hiatus,
rewritten to reflect the current situation,
and it now seems as though Apple will aim for
a bumper year in 2021 with new shows and
second seasons of its existing titles. But one of
the biggest criticisms of the service, especially
when compared with similarly-priced Amazon