Dear Apple,
Whenever you release anything, I feel an overwhelming desire to drop everything and try it out. Naturally, when Apple Music was announced I had to get it, leaving my beloved Spotify behind…briefly. Apart from my need to try the next new thing, here’s why I joined, and have left, Apple Music.
As a primary Apple user, my iTunes account easily let me create an Apple Music account, and immediately add family members. You embraced us warmly at first. With the barrier of entry so low, I started to wonder, “How is Spotify going to stay in business? Apple has made things so easy.” I was a quick and easy convert and bought in fully. I started using Apple Music every day, and so did my wife. I think you will agree that we had a pretty sweet honeymoon phase. Using Siri, I played any track I wanted. You released the, “Hey Siri” feature, and from the shower, I was able to queue up my favorite song. It was awesome.
Then…. We started having some issues. Even as a technology fiend, the tag-team combo of the Apple Music mobile app and the iTunes desktop app was hard to overcome. To be blunt, there are few pieces of consumer software available that are more confusing. This was a deal breaker, and I really felt like I got the bait and switch. The promise of a streamlined Apple Music experience crashed headlong into the bloated and unfriendly iTunes UI.
Let me elaborate. When I open either app, I get lost in your games. Where did Apple Music go? Is it under My Music? Is it in the iTunes Store? For You? Well… kind of. The main section of Apple Music for the average consumer is called “New” (I think). Half of the music listed under “New,” is not actually new music. So, as a user that expected to see new hits, and found playlists with 90’s bluegrass jams, I was confused.
The way that your app is structured, I am immediately forced to search for what I need. Ok, I can handle that. But when I go to search, there are 2 toggled choices, “My Music” and “Apple Music.” More confusion, giving me the run around. If I stumble over an artist I want by tapping on random buttons, I can celebrate and move along with my day! Except… opening the app the next day presents an entirely new experience. It’s like we had never even met before. The app has no knowledge of what I previously searched for or listened to. The cycle of confusion begins all over again.
You remember that Adam Sandler movie? Fifty First Dates? That’s not what I want with my day-to-day music app. Apple Music, you and I are through.
Spotify, will you take me back? I miss your search history. I miss subscribing to playlists. I miss easily saving files locally for trips on the plane without having to pay extra. I miss a dedicated application for my music needs. I miss discovering music both new and old via related artists.
Apple Music, it’s not me, it’s you,
Dan