Why Apple Music Missed a Beat

Mark Bonchek, William Patrick, Harvard Business Review, Sept 25, 2015
Commentary by Stephen Downes

Educators also could learn from Apple's failures. "Apple, like most companies, updated its technology without updating its thinking. These days, if you want to shift your market, you first have to shift your mindset... They failed because they were stuck in an old mindset, confusing the distribution of content with the exchange of social currencies. ... The problem is that Apple Music is still a distribution channel rather than an experiential platform, a collaborative community, and an artistic accelerator." Sound familiar? I'm at a MOOC conference right now, and so far it has all been about content (and a little about monetizing).

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