Apple's Bozoma Saint John on Apple Music: 'We're Developing Something Very Special'


macrumors bot
Original poster
Apr 12, 2001

Apple Music executives Larry Jackson, Bozoma Saint John, and Zane Lowe sat down for an interview with Complex, where they discussed Apple Music's performance over the last eighteen months and where the streaming service is going to go in the future.

According to the trio, Apple Music has evolved and is continuing to evolve, with Apple now focusing heavily on pop culture and expanding beyond music into TV and movies.

Image via Complex​

"Every day something is changing or moving or evolving for people who love music and entertainment," said Lowe. "We're all still working it out, and even when you don't have the answer, it's still a privilege to be in the conversation." Saint John, meanwhile, described Apple Music as a "living, breathing brand."

When discussing the topic of the music industry, Saint John went on to share what she hopes Apple Music will look like five or 10 years in the future. According to Saint John, Apple is "developing something very special."
We're developing something very special and we just want people to pay attention to it. My five-year vision is that I want every single person on the planet to be engaged on Apple Music. I truly believe we've created something very, very special. I don't think anyone else can do this. I will scream from the mountain top until everyone knows. Can I add one thing, too? This is a love fest right now, but I also feel like our conflict makes us better, too. There's plenty of times where I have screamed at Larry. And though he has not screamed back, I have felt his frustration.
As we've learned over the last few months, Apple is making a serious push into original television programming to better compete with other music services like Spotify and Pandora. Apple is already working on two Apple Music-related shows, a documentary called "Vital Signs" starring Dr. Dre and a reality television show based on the "Carpool Karaoke" spot made famous by "Late Late Show" host James Corden.

More original, scripted television shows, even those unrelated to the music industry, will follow, and movies could be on the horizon as well.

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For more details on Apple Music, make sure to check out the full interview over at Complex.

Article Link: Apple's Bozoma Saint John on Apple Music: 'We're Developing Something Very Special'


macrumors regular
Oct 21, 2010
pretty exciting, listen to beats one all the time so would be nice to see what "something exciting" looks like


macrumors 604
Jan 7, 2014
In between a rock and a hard place
Me: "Alex, I'll take Gimme a Break for $800"

Trebek: "Very special... Great products in the pipeline... Best we've ever... Runaway success... Fastest selling..."

Me: "Those are just BS marketing phrases that mean absolutely nothing and people are tired of hearing." {smirks}

Trebek: "Oooooh sorry. Your answer must be phrased in the form of a question." {smirks back}

/waits in studio parking lot near Trebek's car:mad:
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macrumors 6502
Feb 17, 2010
How about no? It is the best part of Apple Music IMO; the best way to discover new and trending music. Plus most of the shows are really good.
But they specifically don't use it, therefore no one else does and it can go.


macrumors regular
Sep 20, 2012
As a stock holder I want Apple Music to work and be profitable. But for the life of me I cant see someone paying their subscription fees when I can hear free music semi tailored to my tastes on services like Pandora.

I guess I hope their big changes are successful......


macrumors 65816
Sep 1, 2010

Apple has forgotten its own tenet for simplicity. It was the elegance of their software/hardware/experience that won the hearts of people. Now they are solving matters by throwing more ingredients into the mix. They should return to focusing on the few things they did best and quit trying to own every goddamn thing.

Reportedly, Apple doesn’t conduct focus groups to gauge customer preferences. Instead, Apple determines what is best. Maybe they should start asking.


macrumors 601
Dec 9, 2008
I remember those three sent me over a copy of their original sentiments, which were something like, "We've made something truly terrible. We hope to lose our current users until nobody is subscribed to Apple Music anymore." I told them that might actually be off-putting and that companies tend to just be blindly optimistic. I'm glad they took my advice.

…but I can't help but feel betrayed by them Photoshopping me out of the picture.

applemusicteam-800x535 copy.jpg
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Jun 25, 2009
Sorry, I do like diversity (well, sometimes - but what else could I say...)
But why do these artists always have to look and talk like Eddy Cue's family, or inner circles ?
Their vocabulary and texts are so elementary predictable (like the unevitable lava flow coming out of Tim Cook's mouth) that it is not just underwhelming but embarassing.
And Cook himself, the grey monk who now swings with hiphopsters (they found someone capable to clarify that U2's time is over now...) doesn't like them either.
He is only fond of any commercial nonsense that any overpaid idiot can come up with "because" it's Apple...
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Benny L

macrumors member
Jan 17, 2017
Vegas baby
5-6 years ago i would be exited about an announcement like this- now- WHO CARES!
Apple tv is so far behind- yes i have 2 4's and imho apple missed the boat on anything tv.
When this article says "hard working on this" i envision jonny ives foundling his red iphone 7 with beats headphones on-lol
ITUNES -APPPLE TV -all stagnant under cook
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