Apple declares war on Spotify and Tidal with $9.99 per month music streaming service - and will even launch Android and Windows versions of new app
Apple has unveiled its new $9.99 per month streaming music service and a 24 hour online radio station called Beats One to take on Spotify and Tidal, Jay Z's service.
"Today we are announcing Apple Music,' said Tim Cook.
'It will change the way that you experience music forever.'
The new service was introduced Jimmy Iovine, who became an Apple employee when Apple bought his Beats.
'It's all the way you love music all in one place,' he said.
'Algorithms can't do this, you need a human touch,' he said.
'It's a music lover's dream'
It also has a Beats One service with live 24 hour radio stations around the world.
"Apple told me to put the incredible in front of the average, said Zane Lowe, the DJ who is heading the Beats One station.
It also has connect, a social network allowing artists to talk to fans directly
'We have a lot of great things to talk about this morning,' Tim Cook told the audience.
'We're bringing a lot of new features to iOS, OSX and bringing native apps to the Watch,' he said.
Craig Federighi, Apple's senior vice president of Software Engineering, revealed El Capitan, the firm's new Mac software.
'You can search and stream from millions of songs, said Apple's Eddy Cue.
HOW THE STREAMING SERVICES COMPARE
Apple Music will cost $9.99 a month or $14.99 for a family plan (up to six family members) - both with a three-month free trial
Tidal $9.95-a-month for standard sound quality and $19.99-a-month for 'lossless high fidelity sound quality' (£9.99 and £19.99 in the UK)
Spotify Free level with adverts, Premium $9.99-a-month service (£9.99 in the UK)
Beats Music $9.99-a-month or $99 per year
Pandora $4.99-a-month for Pandora's ad-free internet radio service
Deezer Free with adverts, $9.99-a-month for Premium+ (£9.99 in the UK)
Rdio Free with adverts, Rdio Unlimited costs $9.99 (£9.99 in the UK) and US users can also get Rdio Select for $3.99 a month with limited downloads