It was the announcement we were all waiting for, Apple have launched Beats 1, a music radio station, along with a number of other streaming platforms.
Apple poaching BBC Radio 1's former tastemaker Zane Lowe signalled the end of traditional radio as we know it.
Zane is an A&R and Broadcasting maverick passionate about new music along with the artists he champions and the perfect ambassador to guide an international audience with the best in new music. Beats 1 will broadcast to over 100 countries.
The line up includes Julia Adenuga sister of Grime producer JME and Drake.
What does this means for traditional platforms? Well it's a kick up the arse to commercial radio. Groups like Bauer and Global have played the safe game and syndication card for too long with repetitive playlists.
They have not allowed creativity to enable their on air talent to be themselves and have freedom on the airwaves. Most presenters are shackled to a tight playlist and often say no more than five or six links an hour mostly promoting the Breakfast Show and other on air competitions.
Specialist shows are non-existent with lots of generic content. Global Radio brands Capital and Heart are no longer local London brands. They now broadcast as national brands from one hub, which has killed the essence of local radio, putting many well loved DJ's and personalities out of work.
Luckily Community Radio has picked up the baton of being the new local radio provider. Stations such as Westside, Bang and Resonance have revolutionised London's airwaves with local, diverse content and shows that are not available elsewhere on the dial.
The problem for all broadcast outlets, commercial and the BBC is how to capture the next generation of radio listeners.
Radio 1 have identified this by interacting with their audience via different platforms using their on air slogan 'Listen, Watch and Share.' Most 15 to 24's interact with their friends through various apps, they share content and that's how they are experiencing new music.
The traditional form of listening to new music at 8pm is non existent.
People don't sit around waiting for a track to be premiered. It's imperative for all networks to come together including Apple, BBC, Global and Bauer to ensure the next generation are listening and aware of radio as a powerful medium.
For an older audience, traditional radio is relevant with Rajar figures on the increase for DAB stations, BBC Radio 6 Music and Kisstory.
Internet radio is growing, stations such as Mi-Soul, growing their reach and building their following online to secure and extend on to other platforms. As a global brand Apple are unstoppable.
Their launch and commitment to radio is not just a wake up call to the British radio industry but to all worldwide networks to engage with its audiences, local or national and ensure they are listened to.