Apple is reportedly in exploratory talks to acquire Tidal. Though it's possible that nothing could come of this, and much of the online chatter surrounding this news is processed, regurgitated press release—I'd like to contribute to the speculation by sharing my thoughts.
I think it's exactly what the world needs. It would be an intelligent move on Apple's part that would simultaneously benefit listeners, musicians—and of course, boost the high-end audio industry.
Here's how it happens: Apple acquires Tidal. As in, either 1) Apple Music swallows Tidal, adds a high-resolution, top-tier option, and feeds a bigger, better, badass-er version to the world, or 2) Apple Music and Tidal remain separate, and keep to their current markets.
The latter is obviously less likely because it's just not in Apple's nature, and though 4.2 million Tidal subscribers is a considerable amount to jeopardize, Apple Music's 15 million is still a much larger consideration. Apple is more likely to join forces to improve its chances of defeating the enemy that is Spotify. Either way, the concept of hi-resolution streaming stays alive and gains access to a larger audience.
Let's break it down.
Subscribers have access to more music: Tidal's exclusives (Beyoncé, Jay Z, Prince, Kanye, Madonna, etc.) combined with Apple Music's exclusives (Drake, Taylor Swift, Chance the Rapper, etc.) make for a very appealing combined catalog. This added incentive could remedy the issue of people subscribing only for a specific exclusive release, then quitting shortly before the trial period ends. People will no longer have to choose between the two to gain access to different exclusive releases. Additionally, with the increased subscriber base, exclusivity, and marketing power, more artists are likely to jump aboard the exclusive content train, providing more music for subscribers.
Musicians earn more money and create more music: Tidal's transparent business model is designed by artists, for artists. Through this, musicians receive a higher percentage of royalties from Tidal than other streaming services (Spotify), and more of the listener's money goes to artists than to the streaming services themselves. By providing exclusive incentives to paying subscribers and not offering a free tier, Tidal is reestablishing the value of music and reminding the world that music is worth paying for. The world shouldn't need to be reminded of music's worth, but because of massively vicious, free-music, lossy-comprssed monsters like Spotify and YouTube, that's the unfortunate reality we live in.
If Apple acquires Tidal and maintains a similar business model, whatever Apple Music/Tidal evolves into in the future will likely gain favorable attention from musicians. More royalties for musicians means more money to make music, means more music for subscribers . . . makes the world a better place.
The High-End Audio Industry gains access to a wider audience, more benefits, more profits: This is just a guess, but I'm quite sure that most audiophiles who subscribe to Tidal joined for the CD-quality streaming. The majority of the world, however, is probably in it for the Beyoncé and Kanye exclusives, and is more likely to associate Tidal with Jay Z over high-resolution streaming. I don't have a problem with this, and I think Jay Z (and the rest of Tidal's impressive artist-owners) have done pretty good so far. I just think that Apple can build upon Jay Z's work and do a much better job of enticing the masses.
This entire train of thought hinges on the optimistic assumption that Apple will keep hi-rez streaming if it acquires Tidal. Here's why I think they will: 1) Tidal HiFi is proof that there is a market for hi-rez audio outside of the high-end audio industry. 2) Apple has a habit of taking really great concepts and executing them a lot better than their original creator. Even though Apple has historically chosen to ignore hi-rez audio, it now has the opportunity to re-introduce and rebrand hi-res to the masses and reap the profits.
Audiophiles will still be a rare breed and the high-end audio industry will still be a niche, quirky little fraction in its own little corner of the world. But the masses will grow accustomed to a slightly higher baseline for fidelity. And in time that will grow, along with their receptiveness towards high-resolution audio. A culturally induced higher baseline for sonic quality means greater demand for high-end audio and more business for manufacturers, retailers, and reviewers . . . means survival and longevity for the industry.
Fidelity will always take a backseat to other features when attracting subscribers to streaming services, but it will still have taken a monumental leap in visibility. Apple could very well be the much-needed catalyst that the high-end audio industry needs.
Where Apple goes, the rest of the world usually follows. Let's hope that Apple takes a step in the direction of high-resolution audio.
