Sony Music CEO Doug Morris has prematurely revealed that Apple are to announce their new streaming service at WWDC 2015 later today (June 8).
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Chatting about his career on Sunday at Midem, Cannes in an on-stage interview, he said: "It's happening tomorrow".
Revealing no details about features or pricing of the new service, he said that he thought Apple's new offering would act as a "tipping point" for the shift to streaming music.
"What does Apple bring to this? Well, they've got $178 billion in the bank. And they have 800 million credit cards in iTunes.
"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."
Concrete words are expected to come from Apple itself later today at its keynote at the Worldwide Developers Conference from 6pm GMT (10am PST).
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