Apple Planning to Launch iTunes Rebranded Beats Music Streaming Service in February

[PhilSynowiec]

Yesterday, we heard that Apple may be planning to shut down or rebrand its newly acquire Beats Music streaming service. This claims first came from TechCrunch, citing sources who were "several prominent employees at Apple and Beats".

Today, more news arises on the matter, an Apple representative chimed in stating that shutting down Beats Music is "not true". Later on, an article popped up on Re/code citing some "industry scuttlebutt", claiming that Apple may be planning to launch a rebrand on Beats Music at the 2015 Grammy Awards.

"When will Apple show off the new version of its subscription service and its new brand? Here's a guess backed up by some industry scuttlebutt: February -- presumably timed to the Grammy Awards, which will be held Feb. 8."

Rebranding instead of shutting down the service completely, then later releasing again under the iTunes umbrella, is a smart move by Apple. Apple and Beats can continue working on the kinks within the Beats Music app, using it as sort of a "public beta" for when the fruit company decides to merge the streaming service with iTunes.

Apple recently added Beats Music to the "Apps Made by Apple" page in the App Store, recommending it to new users. Last week, Apple also added the Beats Music channel to Apple TV with the release of iOS 8. We're excited to see this story unfold with the 2015 Grammy Awards airing February 8, 2015.