Apple Music’s Future Might Look a Lot Like TikTok

Apple Music is under new leadership, and changes could be coming that take cues from TikTok. Earlier this week, Apple named two new co-heads to lead its streaming service: Rachel Newman and Ole Obermann.

Newman has been with Apple Music for years. Obermann, however, is a major outside hire and comes directly from TikTok. At TikTok, he was the Global Head of Music Business Development. He worked there for over five years, focusing on building partnerships with artists and boosting the app’s music presence.

Now at Apple, Obermann has a different mission. His new role isn’t just about business—it’s about shaping the future of Apple Music. Apple created this role specifically to focus on strategy and innovation.

This could mean Apple is looking to bring in features inspired by TikTok’s short-form, social style. While no features have been confirmed yet, the move clearly signals Apple’s interest in making Apple Music more modern, engaging, and possibly more social.

Apple has not commented on what changes are coming, but with a former TikTok executive now leading innovation, fans and artists alike could see some major updates ahead.