Beats acquired MOG for $14 million in July 2012 to help develop the service. Beats Music will aim to be different by focusing on "a very specific idea", namely, the curation of music.
“We’re talking about real depth of personalization and knowing who I am, who you are, what we’re listening to, what we like, what we’ve listened to before and then offering up music that is highly relevant to our taste profile,” said Wood.
“You need to start with a great editorial team that has a point of view, but we want to have a situation where we can really scale to the depth of your appetite,” he said. “If you really love music, we want something that can go deep with you for a really long time. And that requires a perfect harmony between the algorithm and human curation. Between the man and the machine.”
Notably, Apple CEO Tim Cook reportedly met with Beats CEO Jimmy lovine early this year to learn more about the company's plans for a music subscription service.