Beats Music is dead.

Sorry, that was a bit dramatic. What I mean is, of course the Beats Music tech will power Apple’s new streaming service when it finally smashes into the global music industry but, as a brand, my money is on us never seeing the name again.

Reports over the last few weeks from those ever-fruitful insider sources have assured us that whatever Apple brings to the streaming table won’t carry the Beats moniker and, when you think ...