Apple has decided to discontinue its music festival of 10 years. The Apple Music Festival was annually held in London, but the tech company decided to pull the plug on the endeavor according to Music Business Worldwide.
The festival started in 2007, and last year its headliners included Chance the Rapper, Alicia Keys, and The 1975. Music Business speculates that the iPhone creator is shifting its focus to smaller, more specific showcases. In 2016 it sponsored Drake's Summer Sixteen tour. At SXSW this year the company supported smaller shows for Lana Del Ray, DJ Khaled, and Vince Staples.