All modern large companies are constantly monitoring the emergence of new technological and software innovations for use in their own applications in order to improve the quality of new services. Apple for this purpose acquired the Asaii startup, organized in 2016 by three developers, one of whom previously worked at Apple. After signing the agreement, all three startup owners switched to work at Apple Music. At least that’s what is written in their LinkedIn accounts. According to rumors, Asaii cost Apple $ 100 million, but no official announcement of the deal has yet been made. The application offered by Asaii is carried out in two directions. Firstly, the most promising musical works and performers are determined, and secondly, songs, compositions and singers that may interest a particular user are selected. This approach will allow producers to be the first to pay attention to little-known musicians for signing a contract with future pop stars. Asaii software is based on artificial intelligence and uses services such as Spotify and Soundcloud to compute popular artists and works. Asaii’s ad announces the discovery of hits 10 weeks before it hits the top of the charts. Asaii also tracks social media tracks for specific musicians or songs. In addition, the service allows you to establish the relationship between the popularity of the artist and a specific event. After the full implementation of Asaii software, Apple will be able, using all the information about its users, to recommend potential hits long before acquiring songs of wide popularity.