Apple are ending their Apple Music Festival after 10 years


The annual festival famously offered free gigs to Apple users at Camden's Roundhouse and Koko, featuring some of the industry's biggest names including Ed Sheeran, Harry Styles and Florence + The Machine.

Apple Music festival

The festival began in 2007 and was initially called the iTunes Festival, although it changed its name in 2015 to the Apple Music Festival.

The ten-night-long event typically takes place in September, although according to Music Business Worldwide the company ditched the event this year to focus on more specialised shows.

Apple Music festival

Apple will continue to partner on live music events and had a heavy presence at SXSW this year, where it backed shows by the likes of Lana Del Rey. It will also support individual shows worldwide in a bid to make stamps on unique one-off events, rather than a whole festival.

Apple are also investing more heavily in visual content, so shows like Carpool Karaoke will set the tone for future releases in the same vein.

The final festival was held in September 2016 and featured names like Britney Spears, Sir Elton John, Chance The Rapper and Robbie Williams.

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