Launched at 4pm BST alongside iOS 8.4, Apple Music can be downloaded for iPhone, iPad, and iPod Touch, with new users getting a three-month free trial.
Beats 1, Apple's 24/7 radio station, launches an hour later with a show from Zane Lowe. Other presenters include Julie Adenuga, with Drake and Jaden Smith set to present in the future.
Early previews suggest its For You system – a section offering Netflix-esque degrees of personalised recommendations – is the real draw. For You mixes curated playlists and algorithms to recommend you music and it's apparently pretty on-point – Rolling Stone note that they were directed to a playlist of Melvins deep cuts and a beginner's guide to grindcore group Carcass, which we imagine is fairly helpful.
Either way, you can explore it yourself by downloading Apple Music now.