Apple will no longer hold its annual London-based Apple Music Festival. A report on Monday said the Cupertino firm will no longer host the ultra-popular free music event, which for the past ten years has drawn some of the biggest names in music to its stage.
Apple has confirmed to MBW that it will no longer be hosting the annual Apple Music Festival at London’s Roundhouse.
The UK event officially became the Apple Music Festival in 2015 as part of a rebranding away from its original name of the iTunes Festival.
The most recent edition of the event occurred in September 2016, stretching over 10 nights. A number of artists performed at the event during its 10-year run, including Adele, Oasis, Mumford & Sons, Paul Simon, Ed Sheeran, Coldplay, Lady Gaga, Arctic Monkeys, Kendrick Lamar, Pharrell Williams (pictured), The Weeknd, One Direction and Beck.
MBW speculates Apple will now concentrate its resources on other music events, such as recent shows by Haim and Skepta in London and Arcade Fire in Brooklyn. The company also had a noticeable presence at SXSW in Texas earlier this year. It sponsored shows from Lana Del Rey, Vince Staples and DJ Khaled at that event.