Apple is ending its decade long Apple Music Festival and will no longer be holding the event this year. The company confirmed this to Music Business Worldwide, though it did not provide any reason for this move.
The Apple Music Festival was previously known as iTunes Festival that has seen big artists like Lady Gaga, Katy Perry, Kendrick Lamar, and Ed Sheeran perform live for their fans.
The event was being held by Apple in the UK since the last 10 years. Since 2015, the Apple Music Festival had turned into an event spanning 10 nights.
While Apple did not provide any official reason as to why it is not holding the Apple Music Festival this year, its likely that the company is focusing on its original content ambitions. The company has so far released two original TV shows, Planet of the Apps and Carpool Karaoke, which are available for streaming through Apple Music.[Via MBW]