Trapital Oliver Schusser on Apple’s Strategy in Music, AI’s Potential, and the Super Bowl Halftime Show
Sep 25, 2025
Oliver Schusser, Vice President of Apple Music and International Content, shares insights from his experience shaping Apple’s music strategy. He reflects on the evolution from iTunes to Apple Music, emphasizing a quality-first and artist-focused approach. Schusser discusses the impact of AI on music experiences and its creative potential. He also details Apple’s involvement in major live events like the Super Bowl Halftime Show and their measured approach to sports rights, all while navigating the challenges of artist compensation in streaming.
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From iTunes To Today
- Oliver Schusser joined Apple 21 years ago and helped launch the iTunes Music Store.
- He recalls the iPod campaign 'Thousand Songs in Your Pocket' and contrasts it with today's '150 million songs in your pocket.'
Apple's Music-First Philosophy
- Apple positions Apple Music as laser-focused on music, quality, and artists rather than diversifying into other audio businesses.
- Schusser claims leadership in the US and Japan and emphasizes product improvement over chasing other categories.
Make Music Services Artist-Centric
- Build more than songs into a music product by creating artist-focused content and spaces.
- Use studios, radio, photography, and live spaces to help fans learn about artists beyond their songs.