Apple Music’s next era — and the new leader spurring global growth


Oliver Schusser, the new leader of Apple Music is relaxing in his sun-drenched corner office at the company’s Culver City, Calif., headquarters on a June morning, explaining — in his typically measured way — why the service he oversees hasn’t gone all-in on algorithms. “That’s just not the way we look at the world,” continues Schusser. “We really do believe that we have a responsibility to our subscribers and our customers to have people recommend what a playlist should look like and who the future superstars are.”

Executives both inside and outside Apple often describe Schusser as “very German.” Like a Teutonic Barack Obama, he balances an unflappable calm — and an apparent inability to say anything controversial — with an impressive mastery of detail, in this case the inner workings of Apple Music.

I love the competition between Apple and Spotify. It makes both services better and brings out the best in both companies.