So Beats 1 has launched, the first of Apple's web-based radio stations and the spear-tip of the technology giant's assault on Spotify's ad-supported music streaming model.
The 24/7 international radio station, fronted by former BBC radio presenter Zane Lowe, is now available in over 100 countries, making it a truly global platform.
Despite an Apple Music subscription setting consumers back $9.99 a month, access to Beats 1 and other radio stations will be free for iOS users through the 'Music' app.
Desktop owners with iTunes installed can also tune in, furthermore, the app will be opened up to Android users at a later date.
Lowe kicked the service off on Tuesday evening with 'City' by Manchester band Spring King.
— Beats 1 (@Beats1) June 30, 2015
The launch was not without its teething problems.
Desktop users needed the latest build of iTunes (version 12.2) - many were not quite capable of downloading it.
Look, Apple. If #AppleMusic REQUIRES iTunes 12.2, why are you sending me to a download page for Apple-Music-Not-Supporting iTunes 12.1.2?
— John Paczkowski (@JohnPaczkowski) June 30, 2015
Apple Music now available. If you want to start listening, You need iTunes 12.2. iTunes 12.2 is not available.
— Juan Pablo Rojas (@UnMalNick) June 30, 2015
The user interface was also criticised by some, although it is still very early days for the app.
The app needs some UI WORK pic.twitter.com/2FMiGtxj9z
— Gabriel Visser (@gvssr) June 30, 2015
A devoted Tumblr page will inform viewers just what to expect from the service, with a number of high-profile celebrity guests lined up already.
At the close of the broadcast, Lowe said: "So much of radio and broadcasting can be one way traffic, let’s open this up. The last few weeks have been crazy, there were times when we didn’t think we could get this on air... the dedication of everyone involved has got us on air.
“We’re dedicated to exposing and discovering new music... and to tipping our hat to the legends.”