Apple Music’s Oliver Schusser Discusses Lossless Audio and Spatial Audio Innovations
In a recent interview with Billboard, Oliver Schusser, Apple Music’s Vice President, provided insights into the platform’s approach to audio quality, particularly focusing on lossless audio and the development of Spatial Audio.
The Evolution of Audio Standards
Schusser highlighted the challenges in evolving audio standards over the past six decades, noting the transition from mono to stereo as significant milestones. He emphasized Apple’s ambition to establish a new standard that is both perceptible to the general audience and compatible across a wide range of devices, not limited to Apple’s ecosystem.
Lossless Audio: Perception and Practicality
Addressing the topic of lossless audio, Schusser acknowledged a common industry sentiment: the majority of listeners may not discern the difference between standard and lossless audio formats. He stated that in blind tests conducted using an iPhone with headphones, most users, including industry professionals, couldn’t distinguish between the two. This observation underscores the notion that while lossless audio offers technical improvements, its perceptual benefits might be limited for the average listener.
Spatial Audio: A New Dimension in Listening
In contrast, Schusser expressed enthusiasm for Spatial Audio, describing it as a transformative experience that is immediately noticeable to users. Spatial Audio creates an immersive, three-dimensional soundscape, enhancing the listening experience in a way that is both innovative and accessible. This feature has been prioritized by Apple Music due to its broad appeal and compatibility with various devices.
Additional Insights from the Interview
Beyond audio quality discussions, Schusser shared several key points:
– Subscriber Retention: Apple Music boasts the lowest churn rate in the industry, indicating strong user satisfaction and loyalty.
– AI-Generated Music: The presence of AI-generated music on the platform is minimal, accounting for less than 0.5% of usage. This suggests that while AI music exists, it hasn’t significantly impacted user engagement.
– Free Tiers and Marketing: Schusser highlighted the strategic use of free tiers as an effective marketing tool, allowing labels to promote content and subsequently convert users to paid subscriptions.
Conclusion
Apple Music’s strategic focus on Spatial Audio over lossless formats reflects a commitment to delivering noticeable and accessible enhancements to the listening experience. By prioritizing innovations that resonate with the general audience and ensuring broad device compatibility, Apple Music continues to set new standards in the streaming industry.
