Apple targets rising interest in classical music with Primephonic buy


Apple Inc (NASDAQ:AAPL) is extending its reach in the streaming market with the acquisition of Primephonic, a classical music-focused streaming app launched in the Netherlands in 2018.

The iPhone maker said it would launch an upgraded dedicated classical music streaming app next year using Primephonic’s classical user interface that will add more features. The existing Primephonic app will close next month.

Classical music fans have long complained they are poorly served by giant streaming groups such as Apple and Spotify, with limited search functions creating a gap for specialist providers such as Primephonic.

The pandemic however has reawakened interest in classical music with radio stations such as Classic FM and Radio 3 seeing listener numbers grow especially among the young.

“Bringing the best of Primephonic to Apple Music subscribers is a tremendous development for the classical music industry,” said Thomas Steffens, Primephonic’s co-founder and CEO.

“Artists love the Primephonic service and what we’ve done in classical, and now we have the ability to join with Apple to deliver the absolute best experience to millions of listeners.

“We get to bring classical music to the mainstream and connect a new generation of musicians with the next generation of audience.”

Oliver Schusser, Apple’s vice president of Apple Music and Beats.added: “We love and have a deep respect for classical music, and Primephonic has become a fan favorite for classical enthusiasts.

“Together, we’re bringing great new classical features to Apple Music, and in the near future, we’ll deliver a dedicated classical experience that will truly be the best in the world.”

Apple intends to offer the new classical music service free for six months on Apple Music.


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