In an attempt to expand its classical music offering, Apple announced that it has acquired Primephonic. The Amsterdam-based service, launched in 2014, will bring a focus on a music genre that has long been missing from Apple Music’s pervasive approach to streaming.
The service will effectively be discontinued as a standalone offering as it is absorbed into the broader Apple Music platform. On September 7, Primephonic will shut down forever as Apple prepares for the 2022 launch of a classical music app based on its own streaming service.
“Artists love the Primephonic service and what we’ve done in classical music, and now we can team up with Apple to deliver the absolute best experience to millions of listeners,” Primephonic co-founder and CEO Thomas Steffens said in a statement released by Apple . “We can bring classical music to the public and connect a new generation of musicians with the next generation of audiences.”
According to an interview with Primephonic’s CTO published last year, the service has launched in 150 countries. It also appears to have an older demographic than more widespread streaming services.
“Most of our users are over 55, highly educated and relatively well off,” Henrique Boregio told Mixpanel in 2020. “We joke in the office that we don’t know if you start to like classical music and then get rich, or if it’s the other way around.”
Apple notes the upcoming offering, “Apple Music Classical fans will have a dedicated experience with the best features of Primephonic, including better navigation and search capabilities by composer and repertoire, detailed classical music metadata views, plus new features and benefits.”
While the new classic service is being developed, the company is offering an olive branch to existing Primephonic users in the form of six months of free Apple Music.