Apple makes music videos now
It also acquired a full-blown pop-star promotion operation.
Led by Apple Music boss Jimmy Iovine and Larry Jackson, head of original content at Apple Music, it's throwing immense resources at big-time musicians, Rolling Stone reports.
One of the big projects that Apple Music is doing is that it's funding scores of music videos and concert documentaries. (Apple's also trying to nail down streaming exclusives.)
In the past year, Apple has actually paid for several very high-profile videos, from stars like Drake, Taylor Swift, and Eminem.
And as it turns out, the music videos being made with Apple's money are pretty cool - and sometimes edgy. In one example, Apple CEO Tim Cook even weighed in a video made by singer M.I.A. about refugees.
Take a look: