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One of the future trends we’ve been writing about in recent times is the potential for ‘super bundles’ of music with other content and media, from TV shows and films, news and ebooks to games. Apple is one of the companies most obviously positioned to do this, although reports earlier this year suggested that its latest licensing deals for Apple Music do NOT include provisions to bundle the service with its streaming video service Apple TV+.

A new report by tech-news site 9 to 5 Mac yesterday does suggest that a bundle of some kind may be on its way, however. The report is based on references to a ‘bundle offer’ and ‘bundle subscription’ in the code for a beta version of the next iOS software update. That may not be the super bundle we and others have been predicting, but it’s a hint that Apple is, understandably, still thinking about bringing its various services together.

For the music industry, the concern here will be how revenues from those bundle subscriptions are divided between, say, music, video, games and news – especially as any simple ‘share of time’ calculation would be complicated by the fact that people can listen to music while reading news and playing games.

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Music Ally's Head of Insight

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