**Apple Music VP Acknowledges That Most Listeners Can’t Detect Lossless Audio Variations**
In a recent conversation with *Billboard*, Oliver Schusser, the VP of Apple Music, revealed thoughts on the platform’s stance on audio fidelity, focusing on lossless audio and Spatial Audio.
Schusser talked about the difficulties in advancing audio formats, pointing out that noteworthy advancements have been scarce in the last 60 years, mainly shifting from mono to stereo. He highlighted Apple Music’s aim to create a new audio benchmark that enables listeners to notice a difference while being compatible with a broad spectrum of devices, not confined to Apple hardware.
Though Apple Music provides lossless audio, it frequently takes a backseat to Spatial Audio. Schusser admitted that most typical listeners probably cannot detect the differences in lossless audio. He remarked, “If we conducted an anonymous [blind] test solely on an iPhone with headphones… most fans wouldn’t recognize the difference.” This aligns with a wider agreement in the industry about the detectability of lossless audio among everyday users.
The interview also covered additional topics:
– **Apple Music Subscriber Retention**: Schusser asserted that Apple Music features the lowest churn rate in the sector.
– **AI-Produced Music**: He observed that AI-produced music represents a tiny portion of activity on Apple Music, estimated at under 0.5%.
– **Complimentary Tiers**: Schusser characterized free tiers as a potent marketing strategy, enabling labels to showcase their content while fostering upselling.
For anyone interested in trying out Apple Music, it costs $10.99 each month or is included in the Apple One bundle.
To read the complete interview, visit *Billboard* or view it on Apple News+.