Daily Insights

Apple’s Audio Arrival

By: Mackenzie Baker | Jul 20, 2020

Apple is launching its own daily podcast called Apple News Today, which will feature local and international news stories and be hosted by current Apple News editors Shumita Basu and Duarte Geraldino. New 7-9 minute episodes will launch each weekday, which could help the brand quickly increase retention rates as listeners have more chances to tune in, as noted in a Gartner report on the topic. Each podcast will walk listeners through the day’s top stories, including shortened versions of headlining stories available on the Apple News app. Apple is rolling out the podcast series exclusively through Apple News and Apple Podcasts for consumers in the U.S., U.K., Australia, and Canada. 

The tech giant’s show will only initially be available to listeners in four countries, but could expand to other regions if it proves popular, which in turn could help the brand quickly grow a loyal listener base. Spotify—Apple’s biggest competitor for listeners—has long focused on building up its international podcast empire, whereas Apple is just now putting a focus on progressing in the industry. The brand will face additional steep competition from previously established daily news podcasts including The New York Times show “The Daily” and The Wall Street Journal’s “The Journal”. 

In addition to moving into the daily news market, Apple announced a new audio stories initiative on Apple News Plus which will see it release 20 audio stories a week, each voiced by professional actors. Moreover, Apple will publish narrated longform articles from big-name publications including GQ and Vanity Fair for listeners to tune into. All of Apple’s new audio offerings will be available on the brand’s News app, and are compatible with CarPlay for consumers that prefer to listen while driving. 

Apple is ready to go head-to-head against fellow media brands as it vies for the attention of “news junkies”. Though it is entering a crowded market, Apple’s established status could help it quickly reach frequent podcast listeners and loyal fans. The brand’s strength in multichannel marketing—including in its own App Store—could also prove advantageous as it looks to get the word out about its newest arrival in the podcast world.