Apple is no longer hosting its annual Apple Music Festival formally known as the iTunes Festival, as reported by Music Business Worldwide. The UK-based event last took place last year and hosted artists including Elton John, Chance the Rapper, The 1975, Michael Bublé, Brittany Spears, and One Republic. Now, the concert series will no longer be taking place, but that doesn’t mean Apple’s totally out of live music.
As MBW notes, Apple sponsored shows by Haim and Skepta in London in the past alongside Arcade Fire in Brooklyn, while the company also backed shows from Lana Del Rey, Vince Staples, and DJ Khaled at SXSW last year. Therefore, it looks like the company will be focusing on one-off events like this rather hosting huge events at arenas such as The Roundhouse in London each year. Additionally, the company is striving to focus more on its original content efforts which have recently debuted as a part of Apple Music, including the spin-off series to the famous late night television skit Carpool Karaoke.
Of course, it’s always sad to see such a thing die off suddenly. As the event has been held for annually for the past ten years, it’s become a sort of staple for Apple and music fans alike. Who knows, maybe Apple has something better in store? All we can do now is sit tight and wait to see what results from this move.