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10 September 2015, 11:56
STOP THIS APPLE. HOW COULD YOU?
Every year Apple's big tech announcements dominate the mainstream news for at least the week proceeding and the days following. Speculations about new iPhone features and iPad announcements whirl around Twitter but this year, speculations reached fever pitch. But not for the reasons you would think.
In the year Apple acquired Beats for 3bn, launched Apple One Music, poached Radio 1's most prized DJ, released their most comprehensive pay model, bagged Drake and Ezra Koenig as show hosts, and had Dr. Dre in their pockets, people were sure Apple was going to do something huge--music-wise at this year's presentation.
The odds on favourite for new music was Drake. The rapper released If You're Reading This It's Too Late earlier this year, but it was in 2014 when he announced plans for an LP called Views From The Six. With Drake and Apple getting noticeably chummy these last few months, it was expected that the Canadian rapper would release something alongside Apple at the event.
Dear Apple, Remember how you forced U2's album on us? It would be greatly appreciated if you force Drake's album on us. Thank you.— Things Drake Do (@ThingsDrakeDo) September 10, 2015
I would forever love off Apple if they put the drake album on my phone like they did with the U2 album— Giann (@giannbanait10) September 9, 2015
If Drake releases Views from The 6 today at The Apple Event...— Zulay (@miiszstarr) September 9, 2015
Amazingly forward thinking tech giant, Apple Inc. put One Republic (a band who have not released music since 2013) on stage at an event where they had just hailed their tech as "the most advanced smart phone in the world". Jesus wept.
I told everyone that Drake and Taylor Swift might be at the Apple Event and then it was One Republic, and I couldn't be more sorry.— Andrew Griffin (@_andrew_griffin) September 10, 2015
Apple spends $3B on Dre, puts OneRepublic on stage instead.— Startup L. Jackson (@StartupLJackson) September 9, 2015
ONE REPUBLIC. NO.— Guardian Tech (@guardiantech) September 9, 2015
Okay but in all seriousness, how did everyone get it so wrong? We were rooting for you, Apple. We were all rooting for you.