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Whatever happened to "Think Different"? This is a serious question, not just a dig at Apple. As a 25 year Apple user and a lover of the 1984 commercial concept, how did the company move from "Don't just be like everyone else" to "Acquire all the brands that we think are cool!"???

I really think there has been a monumental change in fundamental DNA of the company that is Apple under Cook. They're getting embroiled in political issues, slobbering over celebrities & allowing others to do the innovation for them.

IMO, they are still riding the wave that was put into motion by all the years of actual revolutionary technological dreaming, but it seems the vision has been replaced by someone who's pushing their own affection for Hollywood.

It's like when Looney Tunes transitioned from hand-drawn animation to digital creation. It still claimed to be Bugs Bunny, but it was just never the same creativity.
"Think different" doesn't mean doing things differently just for the sake of being different.

Apple probably realises that for all their resources, they can't do everything in-house, nor should they, because they appear extremely taxed as is. If they can get a similar result just by spending a pittance form their immense war chest and save all that trouble, why not?
 
Positioning themselves to have a bit more leverage against Spotify is the only thing that makes sense to me.

What I find interesting, is how the artists with a stake in Tidal (we all remember that launch ceremony...), not just Jay-Z will be finding all of this. I assume they would all benefit from a sale also, but aside from CD-quality audio streams, the main point of Tidal was that it was artist-owned and artist-driven. That artist royalties from streams would be more lucrative than those from Spotify or Apple. Those reasons alone led Prince to support Jay-Z and Tidal.

I wonder if those artists will be campaigning hard to push Apple for a fairer royalty stream for creators/artist like what they allegedly have (or strived for) with Tidal, if the two companies merge. Or will they just take their percentage and be done with it? Or will they refuse to have their material on Apple Music until royalties and artist control of content improve?
 
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