"THE NEW APPLE MUSIC IS HERE"

As Apple touts the iOS 10 mobile upgrade, it’s hyping “the new Apple Music,” notably including “millions of songs to play and download” as well as “playlists handpicked just for you, a wide range of radio stations live and on demand, and exclusive music and video premieres.”

The above copy accompanied the photo at top, featuring two people who are clearly musicians and definitely not models posing in a loft with instruments.

How important is the "curation" aspect that’s been so central to the branding of the service in the past? How much are exclusives driving trials? Have the growth of Spotify and the prospective entry of Pandora and Amazon into the space contributed to a “rising tide” that’s lifted Apple as well? We’ll be exploring these questions as soon as we figure out how to update our freaking phones.

Meanwhile, the Apple Music Festival continues, with Columbia’s Calvin Harris among the day’s performers whose sets can be streamed on the service.