It doesn't appear that Apple is making anything even remotely approaching a concerted effort to publicize its exclusive content offerings, which is particularly troublesome. Granted, Apple's total log of exclusive content, some of which has become publicly available more recently, totaled a paltry three offerings. That doesn't provide much in the way of fodder around which Apple could create a marketing campaign. However, Apple's overall lack of activity in both expanding its exclusive video content backlog and also promoting it suggests something isn't clicking at Apple Music.
The lack of urgency in executing its strategy also coincides with strong product development efforts from Apple's key streaming music rival, Spotify . Perhaps driven by its underdog status against Apple, Spotify has launched a number of impressive features, including in-app concert booking and a growing catalog of non-exclusive video content from the likes of ESPN, Comedy Central, MTV, the BBC, TED Talks, and many more.
Though it only debuted late last June, Apple Music has reportedly surpassed 11 million paying subscribers. Compared to Spotify's recently updated 30-million paying-member figure, Apple Music doesn't necessarily look like a flop. However, the corollary is that it doesn't look like a resounding success, either, especially because Apple already has more than 800 million iTunes accounts to which it can market Apple Music.
Perhaps the addition of Vice's new series represents the start of a more-concerted exclusive-content push on Apple's end. Only time will tell. However, based on the information available today, something seems off with Apple Music's marketing plan.
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The article Inside Apple Inc's Weird Choice for Original Content originally appeared on Fool.com.
Andrew Tonner owns shares of Apple. The Motley Fool owns shares of and recommends Apple. Try any of our Foolish newsletter services free for 30 days . We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy .
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