By Victor Luckerson
November 19, 2014

Apple is, unsurprisingly, planning to use the massive reach of the iPhone and iPad to put its newly acquired Beats Music streaming service in front of more people.

The company is planning to make Beats Music one of the pre-installed iOS apps in an upcoming software update, according to the Financial Times. The move could happen as soon as March.

Apple acquired Beats for its headphone and music streaming businesses for $3 billion earlier this year. While the headphones are a bona fide hit, Beats Music is thought to have a tiny user base—founder Jimmy Iovine pegged the number of subscribers at 250,000 in May, whereas rival Spotify has 50 million monthly active users, 12.5 million of whom pay for an ad-free experience.

Making Beats a default iOS app would instantly give it exposure to hundreds of millions of potential new users. But the strategy isn’t fool-proof—iTunes Radio is now a default offering in iOS, but it’s done little to upset Pandora as the king of Internet radio.

Contact us at editors@time.com.

SPONSORED FINANCIAL CONTENT

Read More From TIME

EDIT POST