By Chuck Taylor

After a decade of all-star shows in London, Apple has pulled the plug on its annual free Apple Music Festival (originally known as the iTunes Festival.) The event, which over the years featured One DirectionLady Gaga, Tony Bennett, Adele, Ed Sheeran, Paramore, Coldplay, Kendrick Lamar, Elton John, Britney Spears, and Alicia Keys, was renamed in 2015 as the Apple Music Festival.

Music Business Worldwide confirmed the news, speculating that Apple may have made the decision because it is becoming more focused on creating original content and music specials. Beginning in 2007, Apple started giving tickets away to Apple Music and iTunes users, with events broadcast for free on Apple devices.


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