APPLE MUSIC | APPLE MUSIC CLASSICAL

Apple launched Apple Music Classical, a standalone app purpose-built to solve the unique challenges of classical music streaming and deliver an experience worthy of the genre. Designed around the complexity of classical music, the platform brings together the world’s largest classical catalog with powerful, intuitive search, rich metadata, expert curation, and premium sound quality—including Hi-Res Lossless and Spatial Audio.

To introduce the app, the launch campaign focused on making its innovation tangible. Partnering with pianist Alice Sara Ott and conductor Karina Canellakis, the hero film demonstrated the precision and power of Apple Music Classical’s search and metadata—showing how effortlessly listeners can navigate works, recordings, and performances. Directed by Rohan Blair-Mangat, the film anchored a global rollout supported by launch posters placed near iconic classical venues in cities including New York, San Francisco, Chicago, Paris, Berlin, and London.

Extending beyond marketing, the campaign became a cultural contribution. Ott and Canellakis came together to record the full 28-minute piano concerto featured in the film with the Netherlands Radio Philharmonic Orchestra, released exclusively on the platform, alongside bespoke album artwork created for Deutsche Grammophon. Together, the launch redefined how classical music is discovered, understood, and experienced—setting a new standard for the category and reinforcing Apple’s belief that classical music is foundational to all music.