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Earlier this year, Apple launched Apple Music Classical as a standalone music app that comes included in the price of Apple Music. It was an unusual move for a streaming platform perhaps more associated with Drake and Taylor Swift. And building it was a major undertaking, given the vast complexity of classical music libraries and the difficulties in navigating them. Apple Music Classical continues to grow. In its latest move, Apple announced a new partnership between Apple and the London Philharmonic Orchestra with the release of a live recording of Berlioz’s The Damnation of Faust coming on 3 November. This is just one of the partners Apple Music Classical has. From day one, the Vienna Philharmonic Orchestra was a partner. The content from that orchestra is extensive, with recordings dating back to 1929. Some of it is unique to Apple and this exclusive content alone has already been streamed millions of times. Recently, senior staffers at the app talked exclusively to The Independent. Apple Music Classical came about because Apple realised that classical artists and fans were really not being served well by streaming. As part of its mission to use its engineering knowhow to fix this, it bought Primephonic, widely recognised as the classical streaming platform that succeeded where others had failed. It took more than a year of work before Apple was happy with what it had created and its release to a highly positive response. Now, classical music lovers don’t have to clamber past Justin Bieber and Taylor Swift to get to Bach and Rachmaninoff. Classical music provides challenges other kinds of music don’t, or at least not to the same extent. Instead of playing an album, artist or track, classical lovers have favourite composers, orchestras, soloists and so on. The search parameters are mind-boggling. Apple is well-equipped, with more classical music than anywhere else on the planet, and Primephonic’s brilliant data metrics were a starting point from which Apple’s engineers and expertise transformed the experience. Want to listen to Vivaldi’s Spring from the Four Seasons? Apple has 1,243 versions for you to choose from. If that sounds overwhelming, Apple has a solution: careful navigation with sophisticated search. Just as Apple Fitness+ has a mantra that everybody is welcome, no matter their fitness level or knowledge, Apple Music Classical is designed for seasoned devotees and newcomers alike. “If you didn’t know much about the world of classical, Apple Music Classical offers a structure so you can get into it. It’s centuries of music, right, so where do you start? It gives you an opportunity to get some perspective on it, explains Mariana Pimenta, who works in operations at Apple Music Classical, saying: “We don’t expect everybody who downloads it to be a professional musician, and we want everyone to experience classical music. Our goal is to bring as many people as possible to this service.” Marina Boiko is an editor. She goes on, “The story of classical is a great place to start and we’ve made sure there’s enough beginner-friendly content, such as playlists of periods or genres.” Not all traditional classical listeners will be especially tech-savvy, but that may not be a problem, as Guy Jones, global head of classical editorial, explains. “Lots of classical fans are new not just to technology but to streaming. The whole point of this product is to bring classical to streaming. It’s the musical genre that wasn’t really being streamed because the experience was previously so bad. The technical side of things may be less of a problem, especially as Apple’s guidelines around human interface design are baked into our product, but the challenge is more in explaining that streaming opens up opportunity and accessibility. “When I was first getting into classical music, I had to buy CDs. I had to choose carefully what CD I wanted to buy each month. The ability now to just pick a random composer and ask, ‘Do I like this composer?’ That ability to let you dip your toe in the water, I think that’s the real power of something like Apple Music Classical, and not just for beginners, for the experts too.” The absence of the Primephonic app while Apple Music Classical was being developed was down to getting it right, Carlos Anez Gomez, from the metadata team, says. “It took us time, but it paid off because we needed to take care with every single point and I think we managed to do it, both in human terms and the algorithms: we made a great balance between computer work and human work. Where Primephonic had a relatively small catalogue, Apple Music Classical has a huge number of albums, for example.” Boiko adds, “No one knows everything that has ever been recorded in the history of classical music. And in that sense, we put a lot of emphasis on the discovery element, especially when it comes to the underrepresented composers.” Each work has its own place, called the work page in Apple Music Classical, where you can find all the recordings, so it’s easy to compare different versions. Primephonic’s unique data continues to be essential. “The structured metadata, that’s the uniqueness of it,” Boiko says. “It makes it easy to find things even if you don’t know what you want. That structure, it’s what classical music apps needed and didn’t have. There are many ways not to get lost because you can search by ensemble, by orchestra or even by instrument.” The work page is important, then. As Gomez says, “People discovering music can check this work page and say, ‘Aha, there is a new piece by a certain composer and I have a work page which will give me all the information that I need.’ I discover music every day going through this.” Another key element is the playlist. Boiko goes on, “Playlists are structured in different ways. So, genre playlists are the best way for you to start listening to classical music. The story of classical is a narrated cycle, that guides you through all the centuries of music. “Then there are more specific playlists. You can listen to duets and trios and quartets or quintets and then it gives you an overview of all this chamber music and maybe something that you wouldn’t necessarily find on other platforms.” Jones explains the importance of the human touch. “I don’t think it’s widely known that at Apple it’s human curators behind the playlists. The assumption is that it’s all algorithms now. But for classical that’s a particularly important point, because it’s such a huge genre. People talk about classical like it’s one block and it’s really a thousand years of music from pretty much every country in the world. Our job is breaking classical into smaller chunks, to give people the agency to discover what they like, and to go down their own rabbit holes and feel more confident exploring.” How does Apple Music Classical find a way to appeal to everyone? Jones explains, “It’s a really hard thing to do, to cover that broad spectrum. It’s a constant tightrope walk because you have very knowledgeable people with clear ideas about what they think the genre is as well as trying to please newcomers. We strike that balance in terms of our editorial strategy by being as authentic and genuine as possible and conveying our passion for classical. For those hardcore classical nerds a big part of the product is the browse and the search as much as it is the editorial, I think for the newcomers, they use the editorial a lot more if they don’t know what to search for.” As it grows, there’s a lot more for Apple to do, and the team are working on changes and improvements. Here’s a last word from each of them about why the app matters. Gomez says, “People will discover that along with any classical library that they can have their access quickly to any recording they have.” As Boiko says, “It’s a lot of music. I think there’s not one person that wouldn’t find something they would love here.” Boiko has a different take on the importance of Apple Music Classical: “Maybe the listeners will have emotional responses to it. And at the end of the day music is there to make our lives better. It definitely enriches our lives.” Finally, Jones comments, “The thing about human curation is we are ultimately making a human decision. And so, for instance, if you choose a recommended recording for Beethoven’s Fifth Symphony, you’re instantly upsetting everyone who has a strong opinion about their favourite. That’s what comes with the human aspect: this is our opinion, our recommendation, but you have the other recordings there to explore if you want them.” Read More Apple is about to add a host of new features to the iPhone The Apple Watch feature everyone has been waiting for has finally arrived Apple’s plans for the future of AirPods might just have been revealed Apple TV+ and other subscriptions are about to get a lot more expensive What to expect Apple’s surprise, spooky upcoming launch Apple announces surprise event: ‘Scary fast’

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Who would win a fight between Elon Musk or Mark Zuckerberg? It’s the sort of question that might be asked over a drink in the pub. But a clash between the two of the world’s tech tycoons may no longer be hypothetical after Mr Zuckerberg apparently agreed to a cage fight with Mr Musk. When rumours emerged earlier this month that the Facebook boss – a Jiu Jitsu enthusiast – was looking for a rival, the Space X and Tesla founder tweeted that he was “up for a cage match”. Mr Zuckerberg then posted a screenshot of the tweet with the caption “send me location”. Now that a fight appears on the cards, how would the two men match up inside the ring? At more than 6ft tall, Mr Musk would have a clear reach advantage over Mr Zuckerberg, who measures up at 5ft 8in. His height also means he would also have a significant weight advantage over his opponent, but Mr Zuckerberg’s Jiu Jitsu skills - he recently won his first gold and silver medals at a Silicon Valley tournament - would undoubtedly enable him to get out of a few sticky situations on the canvas. Mr Musk joked he had a “great move” to show off, noting that his workout regime consists mostly of spending time with his children. “I have this great move that I call ‘The Walrus’ where I just lie on top of my opponent & do nothing,” he tweeted. He added: “I almost never work out, except for picking up my kids & throwing them in the air.” In 2020, Mr Musk also told Joe Rogan that he “wouldn’t exercise at all if [he] could”. Although Mr Zuckerberg is smaller and lighter than Mr Musk, his technical ability and aerobic capacity could prove too much for the Tesla boss, who earlier this year said that his typical breakfast included a bowl of ice cream, biscuits and a donut. Mr Zuckerberg says he used to “run a lot” and got into surfing and then MMA after the Covid pandemic. “I really like watching UFC for example, that’s because I also like doing the sport [MMA],” he said on the Joe Rogan Experience. “It really is the best sport, five minutes in I was like ‘where has this best my whole life?’ To some degree, MMA is the perfect thing because if you stop paying attention for one second you’re going to end up on bottom.” In addition to his martial arts skills, Mr Zuckerberg also recently participated in the “Murph Challenge,” a gruelling workout named after Lt Michael P Murphy, a Navy Seal who was killed in action in 2005. The challenge, which the 39 year old said he tries to do each year with his daughters, involves 100 pull ups, 200 push ups, 300 squats, and a mile-long run, all while wearing a 20-pound weighted vest. “This year I got it done in 39:58. The girls did a quarter-Murph (unweighted) in 15 mins!” he wrote on Instagram on 29 May. According to Total Shape, a health and fitness platform that provides resources and expertise from fitness experts, Mr Zuckerberg’s ability to “complete extreme fitness challenges and technique with mixed martial arts showcases he has substantial ability and endurance”. When it comes down to who would win in a fight, “it is agility vs strength,” experts at Total Shape say, while noting that, based on “general endurance and skill for cage fighting, Mark Zuckerberg would have the upper hand”. However, “having strength and longer reach can give a fighter a lead when it comes to forceful striking and make it more difficult for the opponent to strike back”. Ultimately, the health and fitness experts at Total Shape conclude: “Placing both titans in a cage, Mark Zuckerberg would have the edge of agility and endurance needed to take Mr Musk down, given Mr Musk isn’t able to forcefully strike him earlier on in the fight.” The potential face-off comes amid rumours that Mr Zuckerberg is preparing to create a new app to rival Twitter, which is expected to be called Threads. The app, internally codenamed Project 92, will reportedly feature a continuous scroll of text, buttons similar to Twitter’s like and retweet functions, and a 500-character limit on posts. It is not the first time Mr Musk has called for a fight with a global figure. In August last year he challenged the Russian president to a scrap. "I hereby challenge Vladimir Putin to a fight. The prize is Ukraine," he wrote. Putin didn’t respond to the goading but the irony was apparently lost on his Chechen war lord ally, Ramzan Kadyrov. "A word of advice: don’t measure your strength against Putin’s, you’re in two different leagues," the henchman warned. In a statement to Verge about whether a fight will indeed take place between Mr Zuckerberg and Mr Musk, a spokesperson for Meta said: “The story speaks for itself.” Read More Elon Musk and Mark Zuckerberg’s battle of the billionaires is an ego trip worth taking Elon Musk confirms cage fight with Mark Zuckerberg Mark Zuckerberg takes a swipe at Twitter over handling of Hunter Biden laptop story Elon Musk’s sparring partner says he’s ‘extremely impressed’ by his strength Elon Musk picks UFC legend to train him for Mark Zuckerberg fight Twitter hacker who took over Musk, Obama, Biden accounts gets prison sentence

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