In other words, Schusser's past experience — and presence in Culver City— may provide a missing link between Apple's ambitions in music and artificial intelligence, and its television and movie operation, run by Jamie Erlicht and Zack Van Amburg. Despite hardware such as Apple TV and HomePod, Apple's overarching media strategy has failed to impress some critics thus far.
Schusser, who joined Apple in 2004, has demonstrated an ability to work with music labels, studios and publishers — the companies that determine Apple's content acquisition costs, as it seeks to compete with big spenders such as Netflix and Spotify. He's also worked internationally, an important area of expertise as Apple deals with content challenges in big markets such as China. (He's also previously worked at Universal and Napster.)
His responsibility is now bigger than ever.
Apple Music now has 40 million paying subscribers, the company said on Wednesday, which means it is more than halfway to catching up to newly public rival Spotify, with 71 million paid subscribers (although Spotify has a total of 157 million monthly users thanks to its free platform).
That's a fast push considering that last June Apple Music had 27 million paid subscribers. A year ago Spotify said it had more than 50 million subscribers.
Schusser's promotion reflects Apple's growing focus on software and services, as well. Schusser will report to Eddy Cue, Apple's senior vice president of internet software and services — a business that was $8.5 billion last quarter. (CEO Tim Cook has said he wants to double this line of business by 2020.)
Apple Music has its roots in Beats Music, which came to the company through a hardware acquisition. Still, a source told Variety that Schusser's promotion has "no impact on the current standing of Jimmy Iovine," a Beats alumnus who currently helps run Apple Music. The Wall Street Journal reported last month that Iovine would be stepping into a consulting role at Apple in August, and Iovine later confirmed that he's moving to a consulting role at the company.