After introducing the new iOS and other new Apple features, the tech giant brought out music producer Jimmy Iovine to explain the new service. Iovine took to the stage to explain Apple Music and its launch at about a quarter til 3 p.m. ET. Iovine started by recounting a story about how he first came to understand iTunes and its store, and how he knew they were doing something revolutionary.

What followed was a quick introductory video showing off Apple Music's various features, with a deeper explanation from Iovine and Eddie Cue following.

The biggest takeaways: users of the platform can search and stream any song (and music video) listed on iTunes. Along with it comes For You, a recommendation service that is curated by humans in addition to the usual algorithms based off your listening habits.

Then there's Beats 1, improving on streaming services' usual radio apps by making it a live, 24/7 worldwide station headed up by Zane Lowe, Julie Adenuga and Ebro. According to Iovine, the station is all about playing "only music that is great and feels great," adding that it's a "station that only has one master: music itself." The service will be streamed from Los Angeles, New York and London.

Finally, there's Connect, where musicians can share demos, songs and more directly with fans. Connect uses somewhat of an Instagram-esque interface, with users scrolling to find videos, pictures and more shared from artists they follow to find content such as behind-the-scenes videos and even exclusives like previously unreleased Chris Cornell lyrics.