Apple is finally killing off its annual music festival in London. While the iPhone maker has traditionally held its Apple Music Festival at the Camden Roundhouse, Music Business Worldwide reports that Apple is axing the show this year.

However, It’s still ambiguous that why Apple is killing off the popular festival, but Music Business Worldwide speculates Apple might be focusing on single events instead. Apple Music recently partnered with Haim and Skepta for shows, and also sponsored Drake’s summer tour last year.

In past, Apple’s Music Festival started off life as the iTunes Music Festival back in 2007, and it celebrated its 10th birthday in London last year. Artists like Adele, Coldplay, Ed Sheeran, Lady Gaga, One Direction, Elton John, and Britney Spears have all played at the iconic Roundhouse venue. Apple’s initial launch of the festival was designed to boost its iTunes business at a time when streaming music services like Apple Music and Spotify didn’t even exist.

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