Apple is well on the road to maintaining it’s once dominant market share. First, they acquired Beats by Dre to get a foot in the door of streaming. Now, with the acquisition of Swell, the developer of a podcast streaming app, Apple has made another bet on the value of personalized content.
If you’ve never heard of Swell, its is to podcasts what Beats Music is to music: a service that delivers a personalized collection of audio content. The Swell app learns from a user’s listening activity and offers a stream of audio content “based on your preferences and the wisdom of the community,” according to the company’s website.
But Apple almost certainly isn’t aiming for 1.7% of America’s listening time. Swell’s technology could help Apple’s quest to make iTunes Radio a major streaming service in automobiles. And that would help iTunes Radio eat into the 52.1% of listening time current spent on AM/FM radio — the majority of which comes from listening in automobiles.
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