This morning, Apple launched a new video streaming service dedicated to music called Apple Music TV. According to an announcement Apple sent to Variety, the free service will stream:
exclusive new and premiere music videos, special music video blocks, live shows and events, plus countdowns and guests.
The service, which is available through the Apple Music and TV apps, is currently US-only.
For starters, Apple Music TV shows the top 100 videos streamed on Apple Music. According to Variety, the service plans to release new videos every Friday:
There will also be two exclusive video premieres Friday at 12 p.m. ET / 9 a.m. PT, “777” by Joji and “Gorgeous” by Saint Jhn; the channel will release new videos every Friday at this time.
Apple also told Variety that there will be an all-day takeover of the service by Bruce Springsteen on October 22 to celebrate the release of Springsteen’s latest album, which will include videos and an interview with Apple Music 1 DJ Zane Lowe. .
Variety says Apple doesn’t know if the service will include documentaries like Billie Eilish’s recently announced film, which will be released early next year.
Music videos have long seemed like an afterthought for Apple. As Federico asked in his iOS and iPadOS 14 review:
The question remains though: could Apple do more to surface Apple Music’s catalog of non-music material, such as radio stations, interviews, and music videos?
With so much music video content available, it’s great to see Apple giving it a dedicated place in the Music and TV apps.