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“What we really wanted to focus on was simplicity and clarity,” said Trent Reznor, the lead singer of Nine Inch Nails, who has been working with Apple on the streaming service since the Beats purchase. “Within that, there are a lot of other hidden new features that really increase the usability of the app.”

The new Apple Music comes with a new look — cleaner and less cluttered. Some type is bigger, artwork is more prominent and the interface feels more intuitive. The app’s bottom tabs have also been shuffled around and now include Library, For You, Browse and Radio. (“Connected” has been removed, but its features still exist throughout the app.)

“For You is our commitment to personalize music discovery,” Reznor said.

Discovery, Recently Played and Heavy Rotation are new features that will adapt to user behaviour, he said, but there is also more human curation being done behind the scenes.

“We’ve learned that a lot of the content that’s generated out of our teams (such as playlists, Beats 1 or Apple Music radio) is much, much loved by the people that subscribe to Apple Music,” Robert Kondrk, vice president of Apple content and media apps, said.

“So we’re creating more playlists overall, (adding) more radio stations and then the whole design is meant to express all of this content in a way that is easily consumable.”

The emphasis on human curation comes as Apple Music’s competitors expand their machine-learning algorithmic methods of offering new recommendations. Spotify, for example, has acquired companies in the past such as such as The Echo Nest to help do just that.