Research Paper (undergraduate) from the year 2016 in the subject Sociology - Media, Art, Music, grade: 85%, Grenoble Ecole de Management, course: Introduction to Global Strategy, language: English, abstract: This paper is about Apple Music, the streaming music service developed by Apple, and its significant challenges and opportunities within the streaming music industry. The object of this paper is to provide a detailed analysis of the industry in which Apple Music operates, what resources and capabilities the company has, and what strategic choices it has already taken. The final part of the paper will discuss potential strategic development that should occur within the company in order to increase the value of the service, its market share, and ultimately Apple's bottom line. Apple Music was announced on the 8th of June 2015 and was available to weeks after the announcement. It offers unlimited streaming music and videos for $9,99 per month for individual membership, $14,99 for family membership, and $5,99 for students. The choice of this company is due to the rate streaming music industry is growing, because of its high level of competition and because of the amount of importance the service has for the whole Apple ecosystem.