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How is Apple Music’s push into spatial audio going? Well, according to the company: it has told Billboard that the ‘majority’ of its subscribers have tried out the new format, while listeners have grown by 50% since September 2021.

“We now have more than half of our worldwide Apple Music subscriber base listening in spatial audio and that number is actually growing really, really fast,” said Apple Music and Beats VP Oliver Schusser. “We would like the numbers to be higher, but they are definitely exceeding our expectations.”

The piece also has some fun shade cast at rival streaming services over their priorities regarding high-quality music. “Everyone in the industry was really focused on lossless,” said Schusser. “We have every song in our catalogue available in Lossless to us delivered by the industry, but the challenge is it doesn’t play on any headphone in the world over Bluetooth or any wireless connection, and that is by a country mile the number one way how people consume music these days…”

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