Apple rumored to march to the beat of its own drums, without Beats Music

Apple may be preparing to sunset the Beats Music streaming service brand, which it had acquired along with its purchase of Beats Electronics. This may simplify Apple's music streaming music business as it currently operates iTunes Radio alongside Beats Music, though it's unclear when the move will happen.

Reports that Beats Music may be eliminated comes by way of a TechCrunch report citing "several prominent employees at Apple and Beats."

Many engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes. It's not clear when exactly Jimmy Iovine and Dr Dre's music service will be shut down or what Apple will do with streaming, but every source with knowledge of the situation that we talked to agreed Apple plans to sunset the Beats Music brand.

Prior to this, Apple's acquisition of Beats was said to be about gaining talent and the prominent headphone brand, not about music streaming, so the latest rumors seem to corroborate earlier speculations.

What do you think of a world sans Beats streaming? Or is it just business as usual for iTunes users? What feature or tech from Beats Music do you hope for in the next iteration of an Apple-branded streaming service?

Source: TechCrunch