Apple might not be very used to this. Following the acquisition of Beats Music, the company has been trying to develop a new streaming service. In what seems like an attempt to keep up with Jay-Z’s Tidal, Apple has been throwing money at artists for exclusive content, but no one is really interested so far. The New York Times Magazine reports that Kanye claims to have turned down a “multimillion dollar partnership with Apple”. According to Bloomberg, Apple “has asked Florence and the Machine and more than a dozen other artists for exclusive deals to promote a revamped Beats Music, and persuade people to ante up for what they’re accustomed to getting pretty much for free.”
Apple might have a lot of catching up to do in the world of streaming, and they’re not being shy about approaching some of the artists that aligned with Tidal, perhaps hoping some will jump ship.