Apple CEO Tim Cook has said the smartphone market is the “biggest thing that’s changed” in his 20 years in the industry.
In a speech to the Mobile World Congress event in Barcelona, he also announced the launch of Apple Music, the music streaming service that streams music from Apple Music.
“We’re really excited to have the opportunity to help people in a way that they’ve never done before,” Cook said.
He also said Apple would “continue to innovate” in mobile, with new products and services being introduced as the iPhone age progresses.
In the speech, Cook also announced that Apple Music would launch on Thursday.
Apple will offer “one of the most comprehensive and engaging experiences for people of all ages and all walks of life”, Cook said, and will also allow users to watch music and videos in a variety of different ways.
The Apple Music service will cost $9.99 a month.
Cook said he believed that people “are just starting to realise that they don’t need a million new apps in their pocket every day”.
“You can start your day off with a little bit of the latest news and music, or you can get the latest TV show, and that will just make the world a little easier,” he said.
He said that Apple’s music service, for example, would include “the best new music from artists and labels”.
“It will be free, and it will be delivered in the most natural way possible,” Cook added.
“We believe this is going to be the best way for consumers to discover the best music.”
Cook said the service was currently available on iPhone, iPad, iPod touch, Mac and Windows.
It has more than 10 million users in the US, and Apple has launched other services on its iOS platform, such as iMessage, Music and Maps.
With Apple Music available, consumers will be able to watch a variety the shows and music from their favourite networks, and can listen to songs in their own native language.
The iPhone’s new ‘music app’ is expected to be released later this year, with a subscription model expected to launch later this summer.