Apple To Assess Paid Podcast Subscription Service

 The podcast industry is abuzz with a rumor that Apple is considering launching a new subscription service that would be focused on podcasts, according to unnamed sources that spoke to The Information.This subscription service would charge for podcast access although no word if the service would be integrated into Apple's existing services. 

 By creating a paid podcasting service, Apple could potentially lure podcast creators with the promise of more money, stealing them away from other platforms like Spotify, SiriusXM, and Amazon.

Apple has long had a popular Podcasts app and has maintained a podcast distribution service on its Mac and iOS platforms, but Apple has not to date attempted to make money from it.

  In June 2005, Apple added podcasting to its iTunes 4.9 music software and building a directory of podcasts at its iTunes Music Store. The new iTunes could subscribe to, download and organize podcasts, which made a separate aggregator application unnecessary for many users. Apple also promoted creation of podcasts using its GarageBand and QuickTime Pro software and the MPEG 4 Audio (M4A) format instead of MP3. 

 Today, Apple Podcasts features more than 500,000 active podcasts, including content in more than 100 languages.

 Also, Apple Podcasts has recently launched a new editorial feature, Apple Podcasts Spotlight. The company says new Spotlight creators will be announced each month, “and represent a diverse range of podcast genres, formats and locations — with a focus on independent and often underrepresented voices”. 

The first feature is Omny Studio hosted Celebrity Book Club ▸.“

Apple Podcasts Spotlight helps listeners find some of the world’s best shows by shining a light on creators with singular voices,” said Ben Cave, Global Head of Business for Apple Podcasts. “Chelsea Devantez has created a fun, vibrant space with Celebrity Book Club for listeners to gain new perspectives on the celebrities we thought we knew. We are delighted to recognize Chelsea and Celebrity Book Club as our first Spotlight selection and look forward to introducing listeners to creators like Chelsea to listeners each month.”

Over the course of the last couple of years, Apple has stood by while the podcasting industry has hit a tipping point, and Apple's rivals like Spotify, Sony, and Amazon have been snapping up major podcasting names, leading to consolidation in the industry. As The Information points out, Spotify has spent $800 million buying podcasting companies like Gimlet Media and The Ringer, as well as acquiring the rights to popular podcasts like The Joe Rogan Experience.

In the future, many podcasts may be exclusive to specific platforms and may also come with a subscription fee, and Apple could establish itself as one of the first companies to have a dedicated podcasting service.

For podcasting fans and "super-users" the 'platforming" of podcasting could mean restricted access to free podcasts. 

 Apple has been building out its podcast efforts in recent years. Rumors from Bloomberg have suggested Apple is working on original podcasts that will be exclusive to the podcasts app.

Apple plans to purchase original content and will also create audio spinoffs of existing movies and programs on Apple TV+. In the fall, Apple hired Jake Shapiro, a veteran radio executive, to head up a team working with podcast creators.

According to The Information, talks between Apple and production companies for a podcast service are taking place now, but it continues to be unclear if Apple will follow through and launch the service. If it does launch, it could be bundled with other services like Apple Music, ‌Apple TV+‌, Apple Arcade, and Apple News+ as part of the Apple One bundles that the company offers.