The WWDC keeps the rumor mills churning, and Apple has always been very secretive about new product launches. But one thing we know for sure before the event begins this time is that Apple’s hugely anticipated music streaming service is definitely going to go live, as has been confirmed by Sony Music CEO Doug Morris during an interview at Midem.

And just so you know why his word matters, Sony is one of the launch partners of Apple’s streaming service project expected to go live today at the WWDC keynote.

What does Apple bring to this ?

Morris said.

Well, they’ve got $178 billion dollars in the bank. And they have 800 million credit cards in iTunes. Spotify has never really advertised because it’s never been profitable. My guess is that Apple will promote this like crazy and I think that will have a halo effect on the streaming business.

A rising tide will lift all boats,

continued Morris.

It’s the beginning of an amazing moment for our industry.

Sony Music will almost certainly be one of the largest labels on board with the new service, which is expected to cost around $10 a month, keeping in mind the competitor’s pricing policies. Apple’s music streaming service has had it’s share of speculation ever since Apple had acquired Beats for $3 million last year. Reports have indicated that users would be able to access Apple’s music library and exclusive artists releases.

Like with most hyped international products and services, this one too would roll out in the United States and Australia, then as licensing agreements are worked out will expand to other countries including Canada, the UK, and parts of Europe. Hopefully, India too is a priority for Apple.


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