He did acknowledge that the higher-bit rate tracks might matter to music lovers with particularly sharp hearing or premium audio equipment, but he was also direct about how niche that group is. Cue firmly stands on the side of the crowd that argues most people can’t hear any difference between CD-quality or hi-res tracks and the AAC or MP3 files that’ve been filling their ears for so long now. “There’s no question it’s not going to be lossless,” he said when asked what technologies will bring about the “next-gen” of music streaming. He didn’t mince words when he told Billboard that the sudden proliferation of lossless audio isn’t going to significantly evolve or change how we listen to music.
It feels like the company is really only excited about one of them, though, and it’s not the latter.Įddy Cue is Apple’s senior vice president of services and the person who oversees Apple Music. Late on Monday night, Apple flipped the switch on two new features for its Apple Music subscription service: immersive Dolby Atmos spatial audio and lossless-quality streaming.
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