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

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.

applemusicteam

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.


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

Popular Stories

iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching in Three Months With These 12 New Features

Saturday June 21, 2025 2:45 pm PDT by
The iPhone 17 Pro and iPhone 17 Pro Max are around three months away, and there are plenty of rumors about the devices from credible sources. Below, we recap key changes rumored for the iPhone 17 Pro models as of June 2025:Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone X...
iPhone 16 Battery Life Feature

iOS 26's New Battery Life Mode Available Only on These iPhone Models

Saturday June 21, 2025 9:02 am PDT by
Last week, we reported that iOS 26 introduces an opt-in Adaptive Power Mode on the iPhone, alongside the existing Low Power Mode. Apple says that Adaptive Power Mode can make "small performance adjustments" when necessary to extend an iPhone's battery life, including slightly lowering the display brightness or allowing some activities to "take a little longer." The full description of...
All Screen iPhone 2027 Feature 1

iPhone Reportedly Moving to All-Screen Design in Two Stages

Sunday June 22, 2025 3:58 pm PDT by
Apple has long been working towards an iPhone with an all-screen design, and it might finally achieve the feat in a few more years from now. In his Power On newsletter today, Bloomberg's Mark Gurman said that Apple will shrink the size of the Dynamic Island on new iPhone models released next year. A year after that, he expects Apple to release a redesigned 20th-anniversary iPhone model....
iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro's Alleged Vapor Chamber Cooling System Partly Revealed

Sunday June 22, 2025 6:37 am PDT by
Apple's upcoming iPhone 17 Pro and iPhone 17 Pro Max models are rumored to be equipped with a vapor chamber cooling system, and a leaker known as Majin Bu today shared a photo of an alleged copper thermal plate for the system. Many high-end Android smartphones like Samsung's Galaxy S25 Ultra are equipped with a vapor chamber cooling system, which can manage heat dissipation inside the...
Wi Fi WiFi General Feature

iOS 26 Adding Two New Wi-Fi Features, Allows AirDrop and AirPlay Alternatives

Saturday June 21, 2025 7:02 am PDT by
iOS 26 is gaining two new Wi-Fi features, including Captive Assist and Wi-Fi Aware. MacRumors contributor Aaron Perris discovered a reference to Captive Assist within the code for the first iOS 26 developer beta, but Apple has yet to enable the feature. It should be available by the time the software update is released later this year. In his Power On newsletter last month, Bloomberg's...
ios 26 control center b2

iOS 26 Beta 2 Fixes Control Center Design

Monday June 23, 2025 10:58 am PDT by
With the second beta of iOS 26 that Apple provided to developers today, Apple addressed one of the major complaints that people have had with Liquid Glass. iOS 26 beta 1 on left, iOS 26 beta 2 on right The Control Center buttons are now slightly more opaque, making it easier to see the different control options even on a multicolored background. The new, more opaque look is apparent with the ...
iOS 26 on Three iPhones

iOS 26 Includes These Five Smaller Features You Might Have Missed

Saturday June 21, 2025 11:18 am PDT by
While the dust is beginning to settle on the first iOS 26 beta, we continue to take a closer look at new features coming with the update. Below, we recap five smaller changes that you might have missed. Emoji Game Apple News+ subscribers in the U.S. and Canada can play a new Emoji Game, which tasks players with completing words and phrases with emoji. This is the fifth game that is...
airpods 4 blue

Apple Offering Free AirPods — Here's How to Get Them

Tuesday June 17, 2025 6:33 am PDT by
Apple is running a new promotion that offers free AirPods to qualifying customers. Now through September 30, college and university students in the U.S., Canada, Mexico, and Singapore can receive free AirPods 4 when they purchase an eligible new Mac or iPad from Apple. AirPods Pro 2 are also available at a discount. If you do not want AirPods, the promotion also offers various other...
iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching in Three Months With These 12 New Features

Saturday June 14, 2025 5:45 pm PDT by
The iPhone 17 Pro and iPhone 17 Pro Max are three months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of June 2025:Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone X through iPhone 14 Pro have a...

Top Rated Comments

StevieD100 Avatar
110 months ago
something special?

Perhaps for Millenials and modern R&B but for the rest of the world? They'll go yawn, you call that Music?

Every single person on the planet

Well that's gonna fail isn't it....nothing like making a claim that you can't ever hope to reach...
Score: 34 Votes (Like | Disagree)
Stella Avatar
110 months ago
Not much difference that Cook saying "We've got great products in a pipeline"... but they never arrive....
Score: 31 Votes (Like | Disagree)
Deuce on the Clock Avatar
110 months ago
I couldn't even finish the video. Apple is so over the top in love with themselves. They have failed to realize what people want any longer.
Score: 25 Votes (Like | Disagree)
theheadguy Avatar
110 months ago
Beats 1 reminds me of Ping. Find the courage to get rid of it and move on.
Score: 23 Votes (Like | Disagree)
69Mustang Avatar
110 months ago
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:
Score: 21 Votes (Like | Disagree)
AngerDanger Avatar
110 months ago
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.



Attachment Image
Score: 20 Votes (Like | Disagree)