Apple have announced they are axing their ‘Apple Music Festival’, which has brought superstars such as Lady Gaga to The Roundhouse in Camden, London over the past decade.

Held annually during September, The Apple Music Festival offered music fans a chance to see stadium-sized acts perform in London’s intimate Roundhouse, hosting some of the biggest names in the industry over the last 10 years such as: Lady Gaga, Coldplay, Adele, Oasis, Elton John, Kendrick Lamar and many more. Tickets were given away free to competition winners and the concerts were streamed live on both Apple Music and iTunes for fans worldwide to experience the magic.

However, all good things must come to an end and after a joyous decade of live music performances, Apple revealed to Music Business Worldwide that they will not be hosting the festival in the UK this year, and did not comment further as to whether the music festival will find a new home in the near future.

Why is the Apple Music Festival being axed?

Apple did not explain why they chose to axe the festival, but the cancellation comes as the tech-giant focuses more on creating original content for their several platforms, including Apple Music and iTunes. They recently launched TV series Carpool Karaoke, and Planet of the Apps. In addition to hiring two former Sony television executives Zack Van Amburg and Jamie Erlicht, who will have a $1 billion creative budget to produce and create new shows and films.

The company is still heavily invested in live music and recently sponsored Drake’s Summer Sixteen tour, in addition to hosting shows by Lana Del Rey, Arcade Fire and Skepta which, like the Apple Music Festival, were also streamed their Apple Music app.Apple Axes Apple Music FestivalThe Apple Music Festival will certainly be missed. It has been the host behind some memorable moments in music since launching and taking place at London’s ICA and Koko nightclub, before finding a static home at the Roundhouse. Thank you for the memories, Apple.