The “one complete thought” that Jimmy Iovine spoke of at the launch of Apple Music couldn’t have been brought to life more poignantly than Daniel Ek’s “Oh, Ok”. This was the only comment that the Spotify CEO tweeted at WWDC to describe the launch of Apple Music (disclaimer: it has since been deleted). It is seemingly juvenile but actually is very suitable in the quest to predict what Apple Music means for the future of the music streaming industry and the advertising within it. Will it revolutionise, flop, or triumph by default (literally).
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