Apple Music Changes Course: New Ad Praises Computer Generated Playlists Over Human Curation [VIDEO]

"Music needs curation," said Jimmy Iovine and humans – whether Beats 1 DJ's or 1000's of hand-crafted playlists – are at the core of Apple Music. But, perhaps acknowledging competitors who rely more on computer generated playlists, a new Apple ad that debuted during The Emmys takes a very different approach.

A new Apple Music ad which debuted during Sunday night's Emmy's promotes the service's “For You” machine generated playlist feature. The ad stars actresses Kerry Washington and Taraji P. Henson and singer Mary J. Blige.

The three women share their favorite music celebrating the joy of mixtapes, but remembering how long it took to make them, but how now Apple's computers "know your mood" and instantly generate playlist for you.

"It's like you have a boyfriend who makes you a mixtape in your laptop." 

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