Apple has cancelled its London-based Apple Music Festival after a decade of free gigs that included the likes of Ed Sheeran, Adele and Lady Gaga.
Previously known as the iTunes Festival, it has taken place at the Camden Roundhouse since 2009. The month-long festival allowed Apple to boost its iTunes software in the days before Apple Music or Spotify.
The company re-branded it as the Apple Music Festival in 2015 and scaled back the number of performances that took place. Last year’s line-up included Robbie Williams, Calvin Harris, The 1975 and Elton John.
Although Apple hasn’t given a specific reason for cancelling the event, speculation seems to be that it plans to focus on smaller, one-off events instead.