The Beats Music brand could be singing its last tune.
According to a report published by TechCrunch, Apple has begun to wind down the streaming music service that it acquired in May, with many of its staffers already moved onto other projects at Apple. ITunes is said to be one of them.
Beats Music CEO Ian Rogers already has been put in charge of iTunes Radio.
Beats Music has not been heavily promoted during Apple's recent product demonstrations, including the launch of its new iPhone 6 and iPhone 6 Plus, as well as its Apple Watch.
In fact, the new smartphones do not include Beats Music pre-loaded as an app -- an unusual move and sign that Apple has other plans for Beats Music' technology. U2's free album was offered through Beats Music.
While the Apple Watch, out next year, will include a music app, Beats Music wasn't mentioned during its launch demo.
The confusion two separate music services could generate among consumers is said to be one of the reasons Apple is making the move to close Beats Music. Apple also had shut down another streaming service, Lala, after acquiring it.
While Beats Music has the Beats headphone brand helping put it in the spotlight, the service has struggled to compete against more established online players like Spotify, Pandora, Rdio and Google Music.
It had just 111,000 paying subscribers in March, and 250,000 in May, according to Jimmy Iovine. That's compared to 10 million for Spotify.
Beats Music was part of the $3 billion purchase of Beats Electronics Apple made in August.
Apple and Beats have not commented on the potential shuttering of the service.
Apple is having to take a close look at its iTunes business as digital music sales fell 13.3 percent in 2013, whereas streaming grew 32 percent last year in the U.S.
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