Apple Music, on the other hand, and drawing on its Beats heritage, likes to talk up human curation, epitomised by its Beats 1 entirely human-curated radio station.
Well, software can't eat human curation.
Far from disappearing, human curation and sensibilities have a new value in the age of algorithms.
It's a mix of human curation and algorithm-based recommendations, in other words.
And the reason is: they recognised that human curation was important in the subscription service.
Apple's news and music apps make much of their human curation, even hiring famous names from newsrooms and radio.
Now a lot of people have turned in this direction of trying to incorporate human curation in what they do".
"There's a lot of human curation time spent on saying, 'Right, there's some noise there, but what do we think about it editorially?'" Ergatoudis says.
However, Apple's emphasis on human curation is likely to spark questions about what will happen when the company – or competing platforms like Android – become the news.
"We think human curation is important, and the reason we think it's important, by the way, is because Google is such a data-driven company, and we've seen that it's effective," says Asbill.
"I'm the first to admit that we are one piece of a much bigger picture here though: it's about a marriage between human curation and incredibly-sophisticated recommendation technology.
