Yesterday at the Midem music industry conference in Cannes, Sony Music CEO Doug Morris confirmed that Apple would announce its streaming service at its Worldwide Developers Conference. "It’s happening tomorrow," Morris said, according to a report from VentureBeat.

Such an announcement has been expected to come at WWDC for some time, and last week The Wall Street Journal reported that it was in fact happening — Morris' statement just confirms already fairly solid suspicions. But during his interview at Midem, Morris also discussed some of his personal feelings toward streaming services as a veteran of the music industry. According to Redef, Morris says Apple's revitalized foray into the streaming world signifies a "tipping point" that will return the music industry to its former economic glory.

It's a "tipping point"

He also commented on ad-supported streaming models, saying "Spotify has never really advertised because it’s still not profitable. I think that Apple will advertise and the result of this will have a halo effect on the entire streaming service [market]," Redef reports.

Morris didn't give any further details as to the features Apple's service will offer. Last week, WSJ reported the service would cost $10 per month for unlimited music with no free, ad-supported tier.

As of Friday, Apple had yet to sign deals with Morris' Sony Music, or Universal Music Group, or Warner Music Group, but will likely make the announcement even if the deals are not solidified. WWDC will take place tomorrow, June 8th at 10AM PT / 1PM ET from the Moscone Center in San Francisco.