Apple Music’s vice president Oliver Schusser sat down with Billboard to discuss the service’s audio roadmap. He explained that Apple’s push for Spatial Audio was driven by two goals: audible improvement for the average listener and universal device compatibility. By contrast, lossless audio sits behind that effort, earning only a niche following, still among audiophiles and early adopters overall today.

Schusser was blunt about consumer perception: in blind tests on an iPhone with standard headphones, most listeners cannot reliably tell the difference between lossless audio and the default streaming tier. He stressed that Spatial Audio, with its object‑based mixing, does produce a noticeable lift for many fans, which is why it commands promotional priority within Apple’s catalog and marketing plans today.

Despite the audio debate, Apple Music reports the lowest churn rate in the streaming sector and keeps the service priced at $10.99 per month, bundled with Apple One. AI‑generated tracks represent less than half a percent of total plays, according to Schusser, confirming that human‑curated content still drives engagement. The platform’s free tier functions as a cost‑effective marketing channel for labels.