Jimmy Iovine on the Future of Apple Music: 'We're Building the Right Hybrid'

jimmy iovine appleApple Music executive Jimmy Iovine spoke with Billboard in a wide-ranging interview that was shared this afternoon, where he shared his thoughts on his team, the importance of merging technology and popular culture, and the future of Apple Music.

According to Iovine, Apple is aiming to build a music service that is both "technologically and culturally adept," bridging technology with art and music creation. He declined to share details on what that might look like, but said Apple is aiming for "the right hybrid."

And what we're going to do, what we're doing now that hasn't been revealed yet, is we're building the right hybrid. And we believe it's the right hybrid, and the combination of these things together, we'll build a music service that is technologically and culturally adept.

Iovine's team, many of whom have worked with him on Beats and Beats Music long before the acquisition by Apple, is essential to to the music experience that the Apple Music team is constructing. He had high praise for Larry Jackson, Trent Reznor, Luke Wood, and Eddy Cue. "It took 10 years to develop this team," he said, highlighting their ability to understand the intersection of technology and popular culture. "The people were chosen and understood how to work in both worlds," he said. "This is not something where you can just pluck somebody out of the air."

On further exploring video and film projects, Iovine says Apple is going to do "whatever we believe is great." He went on to explain that Apple is not in the record business and is instead building something that can help labels, artists, and undiscovered artists, describing the effort as an "adjunct to labels and artists."

We're going to do whatever we believe is great. We are going to make a combination of tech and popular culture that is exciting and adept at both areas. So that's what you're starting to see. It's going to have a voice. It's not going to be just a utility -- "Go here and get your music, good luck," or, "We're going to send you a list" -- that's great, but that's not what this is. That's not what this was, anyway.

Apple Music, led by Jimmy Iovine, Eddy Cue, and the rest of the team, has been steadily growing since its 2015 launch. Apple has experimented with using exclusive content and music releases to draw subscribers, and there's a heavy focus on video content. In addition to several Apple-produced music videos and films created in collaboration with artists, Apple is also exploring at least two TV shows, Vital Signs and Carpool Karaoke, that will promote the service.

In another interview with BuzzFeed News in late September, Iovine explained that Apple Music had been a bit too ambitious when it first launched, but that Apple is now hitting its stride and figuring out what works and what doesn't work.

The full interview with Jimmy Iovine, which includes a lot more detail on his team and what it takes to develop a service like Apple Music, can be read over at Billboard.

Popular Stories

iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
iPhone 14 Pro Dynamic Island

iPhone 17 Models Rumored to Feature Redesigned Dynamic Island

Monday July 7, 2025 7:38 am PDT by
iPhone 17 models will feature a redesigned Dynamic Island user interface, according to a post today from Digital Chat Station, an account with more than three million followers on Chinese social media platform Weibo. The account has accurately leaked some information regarding future Apple products in the past. The account did not share any specific details about the alleged changes that are ...
Prime Day 25 Feature Warm Triad

The Best Prime Day Deals on AirPods, iPads, MacBooks, and More

Monday July 7, 2025 10:55 am PDT by
Amazon is back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront. With the event now underway, we're tracking numerous all-time low prices on Apple gear right now. Note: MacRumors is an affiliate partner with Amazon. When you click a...

Top Rated Comments

blacktape242 Avatar
114 months ago
a "culturally adept" music service? WTF does that even mean?
Score: 16 Votes (Like | Disagree)
Floris Avatar
114 months ago
Sometimes there are just people that when you see them and they talk, my gut feeling just tells me: "That's a person you can't trust". Sorry - he's on that list. Maybe I just don't know him IRL, but immah have to go with my gut right now. Sorry for going offtopic. Just.. when I read this news and his quotes, I just think it's thin air.
Score: 14 Votes (Like | Disagree)
KazKam Avatar
114 months ago

According to Iovine, Apple is aiming to build a music service that is both "technologically and culturally adept," bridging technology with art and music creation.
I'd be happy if they could make a music app that just, you know, played the music I already chose to sync to my phone, like I used to be able to do with my iPod.

I really wish they'd separate the "Music" app, which should be used for playing the music on your phone, regardless of where it came from; and the "Apple Music" app, which is the one you'd use if you want to pay $10/month to be "culturally adept"(?!).

Also, what an industry/label-***-kissing slime-ball. He's the embodiment of what's rotten at Apple these days.
Score: 13 Votes (Like | Disagree)
FatherJack1980 Avatar
114 months ago
"we'll build a music service that is technologically and culturally adept."

Score: 10 Votes (Like | Disagree)
tkukoc Avatar
114 months ago
Another dinosaur in the music business, he's all hype. The music business needs a full overhaul! People like him used artists to get to where they are now and haven't built anything. As a person who worked in the music business for nearly 20 years I can honestly say none of them have a clue how to build the right platform.. Now having said that.. Apple might know how, but there's no way it has anything to do with him and his ego.
Score: 9 Votes (Like | Disagree)
wilhelmer Avatar
114 months ago
In other words: "We've got great innovation in the pipeline."

Sounds familiar :rolleyes:
Score: 8 Votes (Like | Disagree)