Speaking at an interview in Cannes, Sony Music CEO Doug Morris confirmed that Apple will launch its music streaming service during the WWDC keynote, calling the launch of the service a "tipping point" for the music industry.
When asked about the launch of Apple Music, Morris said: "'It's happening tomorrow." The service is expected to offer a subscription-based model costing $9.99 a month, although reports suggested that a free trial may also be in the works.
What does Apple bring to this? 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. It's the beginning of an amazing moment for our industry.
iMore is on the ground at WWDC, so be sure to check back in later today for all the coverage from the event.