The post by Taylor Swift, which followed some indie unrest, challenged Apple Music's intentions to offer a free ninety day trial, which would not pay for the content it was streaming during that trial.
Cue started off by stating Apple's positing on artist re-imbursements in general:
Followed up by saying Apple Music will be picking up the tab for the free trial period:
#AppleMusic will pay artist for streaming, even during customer's free trial period#AppleMusic will pay artist for streaming, even during customer's free trial period— Eddy Cue (@cue) June 22, 2015June 22, 2015
And then reached out directly to Taylor Swift:
By "artists", I'm assuming Apple Music will be paying the music industry, including the labels, from which artists, producers, writers, and any and all other stake-holders will also get whatever cut is dictated by their deals.
Swift's post undoubtedly sent ripples through Apple, which was and is set to launch Apple Music in just over a week. For this to have happened so quickly, however, and for Eddy Cue to announce it in a series of Tweets, shows an unusual level of responsiveness and social engagement from Apple.
It also shows Apple's belief in the necessity of the ninety day trial period. The company would rather foot the bill for the whole thing than consider shortening it or exploring other options.
Update: Peter Kafka got a chance to speak to Eddy Cue following the announcement and offered additional details, including that pre-subscription rates will be different (and presumably lower) than post-subscription revenue sharing, and that Cue informed Swift of the news earlier. From re/code:
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.