Apple Music launch confirmed by Sony CEO

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Sony Music CEO, Doug Morris, revealed Apple's worst-kept secret over the weekend, confirming Apple Music would launch today at Apple’s WorldWide Developers Conference.

Speaking at the Midem music conference in Barcelona on Sunday, Venturebeat reports that Morris said: “It’s happening tomorrow.” Which is today - with WWDC due to get underway at 6pm UK time.

Speaking about the launch of Apple Music, Morris said: “A rising tide will lift all boats. It’s the beginning of an amazing moment for our industry.

"Spotify has never really advertised because it’s never been profitable. My guess is that Apple will promote this like crazy and I think that will have a halo effect on the streaming business.”

Apple is expected to launch its streaming music service to take on Spotify and the rest later today. It's expected to be a revamped and rebranded version of the Beats Music streaming service, which was already live in the US.

Read all about how much Apple Music is expected to cost, how you can get it and when it will be released, in our Apple Music round-up.

MORE: Best music streaming services review

Joe Cox
Joe Cox
Content Director

Joe is the Content Director for What Hi-Fi? and Future’s Product Testing, having previously been the Global Editor-in-Chief of What Hi-Fi?. He has worked on What Hi-Fi? across the print magazine and website for almost 20 years, writing news, reviews and features on everything from turntables to TVs, headphones to hi-fi separates. He has covered product launch events across the world, from Apple to Technics, Sony and Samsung; reported from CES, the Bristol Show, and Munich High End for many years; and written for sites such as the BBC, Stuff, and the Guardian. In his spare time, he enjoys expanding his vinyl collection and cycling (not at the same time).