Apple is encouraging Beats users to move their profiles to Apple Music.
The Beats won’t go on at Apple after all.
The Cupertino, California-based tech will shut down Beats Music on November 30, according to a support document published Thursday. All Beats subscriptions will be canceled on that day, but Apple is encouraging subscribers to migrate their user profiles to Apple Music, the music subscription service it launched in June.
“All the pros that curated music for you are still crafting more amazing experiences,” Apple said in the document. “Plus, on Apple Music, you’ll get even better recommendations based on music you already listen to and love, 24/7 global radio with Beats 1, exciting material from your favorite artist, and more.”
Apple did not immediately respond to a request for comment on the move.
The closure of Beats Music comes less than six months after the maker of iPhones and iPad tablets unveiled its first subscription-streaming service, dubbed Apple Music, as its revamped way of presenting songs on its devices. The $10 a month service builds upon Beats, the music subscription service that it acquired a year ago for $3 billion.
The introduction of Apple Music marked a radical departure from the norm for the electronics giant, which had for years resisted adopting a music subscription model for its customers. The service underscores Apple’s desire to extend itself into more facets of consumers’ lives.
Apple Music offers musical recommendations based on songs purchased from Apple’s iTunes Store, ripped from CDs or chosen on-demand from an online catalog of more than 30 million titles. The service also includes a 24/7 radio station called Beats 1 and a service called Connect, where artists can present themselves to fans and share a song directly to their iPhone.
Since Apple Music launched in June, 6.5 million people signed on as paying members, said CEO Tim Cook last month, with another 8.5 million people participating in the music service’s 90-day free trial. That compares with 25 million paid members to rival music service Spotify, which has 75 million total people tuning in, after accounting for free listening.
Apple moved to extend that reach earlier this week when it released a test version of its Apple Music streaming service for Google’s Android operating system, the mobile software that powers the majority of the world’s devices. While expected, Apple embrace of Android on Apple Music represents another departure as the company’s only other major Android app helps you switch from an Android device to an Apple one.