American tech giant, Apple has acquired Primephonic- an Amsterdam-based classical music streaming platform in a bid to expand its classical music streaming service.
With this acquisition, Primephonic will focus on offering a genre of music that has been absent in the Apple Music gallery due to its generalized approach towards music streaming.
According to an official statement by Apple, Primephonic’s playlists and ‘exclusive audio content’ will be integrated into Apple Music. The result will be a considerably enhanced classical music experience. The company will also introduce a standalone Apple Music classical application in the year 2022.
Effective immediately, Primephonic will no longer accept new customers following its acquisition and the services it currently provides will shut down permanently on the 7th of September 2021.
Meanwhile, Apple Music is focusing on introducing a specific classical music application that incorporates Primephonic’s classical user interface that has witnessed robust popularity over time along with adding some more features.
During an interview published in 2020, Henrique Boregio, Chief Technical Officer at Primephonic mentioned that the platform was launched in the year 2017 across 150 nations. When compared to most streaming platforms, Primephonic offers services to a comparatively older demographic.
A majority of Primephonic’s users are aged above 55, highly educated, and considerably well off with spending, Mr. Boregio added.
Commenting on the latest offering, Apple mentioned that Apple Music Classical fans are expected to receive a dedicated experience with advanced features offered by Primephonic, including improved browsing and search abilities by composer and repertoire, detailed display of classical music metadata, along with many other unique features and benefits.
For time being, Apple will be providing existing Primephonic users a free, six-month subscription of Apple Music while it is working on launching the new classical music service.