(AllHipHop News) Most observers knew it was coming. Sony Music CEO Doug Morris confirmed during an interview at the Midem Music Industry Festival that Apple is ready to launch its music streaming service later today. The platform, which has been referred to as Apple Music in the press, will be introduced at the Worldwide Developers Conference event in San Francisco.

[ALSO READ: Apple Reportedly Plans To Rebrand Beats Music; May Drop The Name]

The service will provide users an unlimited access to a music catalog for a $10/month subscription. A revamp of iTunes Radio is expected as well. Apple’s latest venture will enter a very competitive streaming marketplace that includes industry leader Spotify as well as Tidal, Pandora, Rapsody, Rdio, Google Play, and SoundCloud.

Apple’s purchase of Beats Electronics in 2014 from Jimmy Iovine and Dr. Dre was seen as a set-up for today’s move. The Beats buyout also brought the streaming service Beats Music under Apple’s wing.

There have also been reports that Drake and Pharrell Williams are teaming up with Apple to serve as guest DJs for the company’s iTunes Radio. Both performers are scheduled to appear at WWDC. Apple’s Jimmy Iovine reportedly lured Drake away from joining Jay Z, Nicki Minaj, Beyoncé, and others as an owner of Tidal.

Kanye West’s upcoming album Swish has been linked to Apple too. The GOOD Music founder’s association with the company has not been confirmed as of press time.

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A photo posted by @stevlocker on Jun 6, 2015 at 11:00am PDT