Apple may be about to become your MTV.
On Monday, the company launched Apple Music TV. The channel functions as a free, curated, 24-hour live stream of popular music videos that can be viewed via the Apple Music app and on the Apple TV app. The channel is only available to U.S. residents at this point in time.
This is interesting in that it’s apparently a direct shot at YouTube’s dominance of the music video space.
The new channel will host video premieres at noon ET every Friday — starting with Joji’s “777” and Saint Jhn’s “Gorgeous” on the 23rd — and it’ll be a home for the other original content Apple Music has created over the years, like concert films and interviews. On the 22nd, the channel will play host to Bruce Springsteen, the Boss himself, in advance of his upcoming album Letter to You with dedicated music video blocks, a live stream, and an exclusive interview with Zane Lowe.
As of launch yesterday, the service is running through a countdown of the top 100 most streamed songs on Apple Music as a kickoff event.
If you’ve had a chance to check it out, please let us know what you make of it in the comments.