Sony Music CEO Doug Morris Confirms Monday Apple Music Subscription Launch

Some secrets are too good not to share. During an interview from the stage of international music conference

Midem

Sony Music CEO Doug Morris

let slip that

Apple

will launch its revamped music service on Monday.

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“It’s happening tomorrow,” Sony Music CEO Doug Morris said during an interview at Midem. While not offering details, its was the first firm confirmation from one of Apple's essential launch partners.

While not revealing any details of the new Apple music offering, Morris did repeat a position he's stated before that he strongly prefers paid streaming services to ad-supported ones, according to VentureBeat.

Morris also called Apple's launch a “tipping point” that will accelerate consumers shift to music streaming. “What does Apple bring to this?” continued Morris. “Well, they’ve got $178 billion dollars in the bank. And they have 800 million credit cards in iTunes. Spotify has never really advertised because it’s never been profitable. My guess is that Apple will promote this like crazy and I think that will have a halo effect on the streaming business."

“A rising tide will lift all boats,” Morris added “It’s the beginning of an amazing moment for our industry.”