Bob Lefsetz is one of the most famous and respected musical analysts of our time. He worked as a consultant with many major labels; in addition, he publishes a major newspaper that talks about new trends in the world of music. Naturally, Lefsetz couldn’t get past the launch of the Apple Music service. But while most users are delighted with the streaming service Lefsetz convinced that he will inevitably fail.
In his blog critic published a devastating article. Even before the launch of the Apple Music Lefsetz was sure that the project is doomed to failure and now after starting the service, his opinion has not changed. Lefsetz called 7 reasons why he thinks so, and the first is the nature of streaming music.
“All about the money, wrote Lefsetz. – Never forget that. Apple Music will succeed only if after 90 days trial period users will agree to pay to continue using the service. And I highly doubt that. Why? Most people don’t like to squander money, and the only way to compete with free is to offer something unique. Apple needs to offer such a good service that people will want to pay. Until then, until you can listen to music for free on YouTube and Spotify, Apple Music has no chance”.
The critic noted that the majority of rave reviews associated with the radio station Beats 1 and not with the streaming part. “It will be a failure for Apple, because although Beats 1 and may break all records in the music industry, it does not bring the company money. After all, no one will argue that the money for Apple is the most important thing?”
Lefsetz also criticized the way in which Apple is promoting its service. “Apple does not have spent advertising campaign, which would describe the service itself, does not explain why it is needed. Furthermore, no teaching materials, and this leads us to another issue: the curve of the learning process Apple Music too steep”, – he explained.
“The main intrigue is whether Apple can win Spotify,” he said Lefsetz, noting that “Apple” the company has chosen the wrong target audience. Service are interested in only the true fans. Those who didn’t pay attention to him now, do not do this in the future.”
The seventh and last reason of the failure of Apple Music, dubbed by critic – the complexity of moving to another service, such as Spotify because of the impossibility to import your personal library or playlists.
“So, we showed international Internet radio station, wow! As one of the users: “is this not the Internet radio that we listen to from the time of the dinosaurs?” I Lefsetz. We live in a world where everything can be tailored to themselves, and streaming Apple Music service allows you to do this. But he can not boast simplicity and ease of use, and Apple itself can’t tell about all its features. Is this a normal way of doing business?”
