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Hands On with Apple Music: Slick, But Nothing Special

This week Apple launched a new subscription-based streaming service named “Apple Music.” For $10 a month you’ll be able to stream any of the 26 million songs on iTunes and store them locally in your music library, so you can listen to them without an Internet connection. You’ll also be able to access playlists curated by real artists and other human beings, listen to the Beats 1 radio station. For $15 a month you can share your subscription with up to five other family members. And to give you plenty of time to test out Apple Music, the company is letting iOS users try it free for their first three months, starting on June 30. (An Android version will be available this fall.) Is it any good? This afternoon, I got an opportunity to play with the much-anticipated app in a shadowy room in Moscone Center. Though 30 minutes was by no means enough time to make or break my opinion of the service, I can say this: Apple Music isn’t unique enough to draw people away from its already well-established competitors. At the most, it’ll be a welcome enhancement for those who are holding onto their existing iTunes libraries for dear life. Siri, play me a tune The advantage to a phone-manufacturer making its own custom music streaming service is that it can integrate some nifty existing features into the mix, like Siri. During today’s keynote presentation, we saw Apple VP Eddy Cue asked Siri to play the top song from 1982. A few seconds later, Joan Jett’s “I Love Rock and Roll” blared from the stage.
In practice, that feature mostly holds up. Though Siri stumbled when I asked for the top song from 1988, she was able to handle a few other questions, even when I didn’t give her specifics. I asked her to “Play that song from that one Whitney Houston movie,” (The Bodyguard), and she automatically brought up “I Will Always Love You.” When I asked for the top pop songs today, it gave me a playlist based on the iTunes Charts. Either way, the Siri integration is a convenient feature. Searching for songs in music libraries can sometimes be arduous, especially if you don’t remember anything but the lyrics or that it was really popular the summer of 85. Honestly, this is one of the only real competitive advantages Apple Music has over other streaming services like Spotify and Rdio. It’s all for you As expected, Apple relied heavily on Beats’ existing app for determining your musical preferences. When you launch Apple Music, you arrive at a section named For You. Here a bunch of deep pink bubbles pop up, each branded with a different genre of music like “Jazz” or “Electronic.” You can tap a few or a lot, and then move on. Based on what you choose, another set of bubbles will populate before you, this time with artists from each of the categories you selected. Choose a couple of those, and that’s all Apple Music will need to start making recommendations.