[coolandsmartrr]

Funny you should mention social media in the context of Apple, because they seem to have been attempting that with iTunes Ping[1] and then Apple Music.

iTunes Ping was a Jobs-era attempt to create a social network for music. It seems that they were trying to rely on integrating with Facebook, who pulled out of the collaboration in the last minute before Ping's release.

Apple hasn't seem to have given up on social networks for music. Apple Music presents a nascent networking feature where users can see what their friends are listening to.[2] It seems that Apple has learned their lesson from Ping and does not rely on a third-party for a social graph, which is instead powered by iOS contacts.

While social media is not Apple's bread and butter, they have maintained their interest in having presence in this market. I would assume that this stems from Apple's overall desire to maintain influence over on-the-top services that define the iOS experience. If they let third parties flourish even further, thirds parties gain leverage that they can use during negotiations with Apple. If third parties successfully negotiate for more features that creates parity with apps on non-Apple devices, Apple loses its differentiation on the device markets, thereby losing revenue.

(I think Stratechery wrote about Apple's service strategy that was motivated by its past relationships with Adobe and Spotify. Couldn't find the link.)

> We’re not asking them to come up with a better social media, or a better Notion or a better Netflix.

You're right that we haven't asked them for better on-the-top services. But it seems to be in Apple's interest to compete with third party services providers and make sure they do not supersede Apple in terms of their influence over on-the-top experiences.

[1] https://en.wikipedia.org/wiki/ITunes_Ping

[2] https://support.apple.com/en-gb/guide/iphone/iphdf490a9e9/io...

[alex43578]

Just as an aside, I do not get a social media platform for music. I don’t need a separate social network to manage, and certainly wouldn’t care what 99% of the people I know are listening to 99.9% of the time.