Apple unveiled a revamp of its music services on Tuesday with streaming, live radio, curated playlists and social networking to rival the likes of Spotify, Pandora, Rdio and the rest.
With more than two dozen music streaming services available in Australia already, Apple is muscling in on a crowded market. Its claim that its service is "revolutionary" because it "brings the best features" already out there, is confusing at best.
But hey – it's Apple and the ordinary rules of competition don't always apply.
"They have some strange connection with consumers which gives them an elevated chance of success," IBRS analyst Guy Cranswick said.