Apple is enhancing its presence in the music sphere with the introduction of “Apple Music TV.” This new music video channel delivers a complimentary, 24/7 live broadcast of sought-after music videos and a variety of music programming, encompassing exclusive video debuts, specially selected music video collections, live performances, fan gatherings, chart rankings, and appearances by guest artists.

This service does not require a separate application download; instead, it is integrated as a new function within two of Apple’s established entertainment applications. Viewers can access Apple Music TV through the Browse section of either the Apple Music app or the Apple TV app upon its release. (Available at apple.co/AppleMusicTV).

Although Apple Music operates on a subscription basis, Apple Music TV will be available at no cost to users located in the United States, according to the company.

To commemorate its debut, Apple Music TV initiated its broadcast with a presentation of the 100 most-streamed tracks of all time on Apple Music, utilizing data specific to the U.S. market.

Initial evaluations of the new service revealed a relatively straightforward—yet uncensored and commercial-free—viewing experience. The video stream initially displayed artist and song information, rather than continuously throughout playback. Furthermore, it did not utilize its connection with Apple Music to provide supplementary features for subscribers, such as the ability to save songs or incorporate them into playlists.

Playback would cease if the Apple Music application was closed, as the service did not support background audio or video operation.

Pausing the live stream and resuming playback was possible, but after a period of inactivity, the stream would disconnect, and the paused video thumbnail would revert to the standard Apple Music TV image. When the stream is active, text and icons are displayed in red, changing to white upon disconnection to provide a visual indicator.

Despite its uncomplicated nature, Apple Music TV establishes a new platform for Apple to showcase its original music-related content, which has included exclusive interviews and concert films over the years. It also strengthens Apple’s negotiating position with artists regarding premieres, offering an additional avenue to reach their audience—not only with the premiere itself, but also through dedicated airtime blocks leading up to new releases for promotional purposes.

The new channel can also incorporate content originally created for the Apple Music 1 (formerly Beats 1) radio station as part of these promotional efforts.

As an illustration, on Thursday, October 22, Apple Music TV will feature programming dedicated to the forthcoming release of Bruce Springsteen’s “Letter to You,” including a selection of his iconic music videos, an exclusive interview with Zane Lowe, and a special live stream event for fans.

Apple has stated that Apple Music 1 will not be developing content exclusively for the live-streamed channel, but will instead broadcast video content already produced for its radio stations—Apple Music 1, Apple Music Country, and Apple Music Hits—as supplementary programming on Apple Music TV.

Fridays will be dedicated to new music releases. This Friday, October 23, at 9 AM PT, Apple Music TV will premiere two new exclusive music videos—Joji’s “777” and SAINt JHN’s “Gorgeous.”

A significant benefit of Apple Music TV is its free availability to a vast number of Apple device users.

However, it may encounter challenges in gaining popularity due to the absence of features commonly found in other live stream events or premieres, such as group chat functionality or direct artist interaction.

The experience is more akin to traditional television broadcasting—reminiscent of MTV—compared to other online platforms where artists currently engage with fans and promote their albums, such as YouTube, VEVO, or Facebook, which recently launched its own music video service.

Apple has not indicated whether it intends to extend the availability of the new channel beyond the United States.