Don’t clear your schedule for this year’s Apple Music Festival in London because it isn’t happening. Apple has cancelled the event after a 10 year run.
Apple told Music Business World the multi-night concert series is over. The company didn’t, however, say why Apple Music Festival has come to an end.
Apple Music Festival started in 2007 as iTunes Festival. The event hosts different musical acts night after night for audiences who win their tickets in drawings.
The iPhone and Mac maker has been sponsoring more one-off concerts, which may be the focus going forward. Apple may be looking for a wider range of events in more areas to promote its presence in the music industry.
Regardless of Apple’s reasoning for closing the door on Apple Music Festival, that’s one less major event for the company to coordinate in September.