With a unique playlist, tailored to your specific tastes, arriving fresh in your ear-holes every Monday morning.
Not content with releasing a new streaming service, radio station and social network, it's also nailing original music videos too.
But it's still a long way behind the super-cheap Apple Music and Spotify's possibly imminent price drop.
Streaming service Rdio expands its reach by launching curated radio stations in several new territories.
Another reason to take Apple Music seriously, as Sonos confirms it will launch on the platform this year.
Apple is using its influence to push major record labels to limit the free music allowed on competing services like Spotify.