The probability this was going to happen was already very high, but CEO of Sony Music Doug Morris confirmed that Apple will unveil its new music streaming service during WWDC 2015, which is happening later today. During an interview at the Midem Music Festival in Cannes, Morris didn't reveal any further details such as pricing, but simply stated “It’s happening tomorrow,” in regards to an official announcement. Considering how it was now over a year ago since Apple bought Beats Music - from which the new service will be based on - it's not too much of a surprise that it is finally happening.
Of the venture, Morris stated that it will be the shot in the arm that the streaming business needs. "They’ve got $178 billion dollars in the bank, and they have 800 million credit cards in iTunes" Morris said at Midem Music festival. "Spotify has never really advertised because it’s never been profitable. My guess is that Apple will promote this like crazy and I think that will have a halo effect on the streaming business."
As well as Apple's new streaming service, we're expecting appearances from iOS 9, the latest update for OS X, and a focused look at the Apple Watch. It's already been confirmed that Apple TV will be missing this year's event, and reports suggest that we shouldn't expect any other new hardware to be shown either, but hey - we're ready to be surprised. You can watch this year's WWDC keynote at 6PM by heading over to the Apple website.