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Apple Music ad tries yet again to show it's exciting

Technically Incorrect: With iOS 10 updates, Apple says its music app is "all new." Is that going to move anyone?

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

Will you love it next?

Apple/YouTube screenshot by Chris Matyszczyk/CNET

Apple Music has always struggled with being Apple enough.

Perhaps that's true of many of Cupertino's latest products.

Even since its launch, Apple Music has felt neither different nor user friendly to me, two essential Apple traits.

The company has thrown many, many ads at the problem -- or, rather, at the consumer -- in the hope something will stick.

It's even put its own executives into an ad, which some say is a troubling sign.

The latest ad, posted to YouTube on Wednesday, attempts to show that with iOS 10, Apple Music is entirely new. Does this mean the company admits that old Apple Music was not very good?

Here we have quick shots of the new design set to loud music from the Bohicas.

It might just give some viewers an attack of the bohicas with everything that's going on. But, if you focus hard, you'll see Apple is featuring the five tabs that run along the bottom of the app.

It's supposed to be a how-to. Somehow, it fails to answer the question: "Why should I?"

The message at the end is "Never stop playing."

This is what Apple Music seems to have done all along, without ever deciding what it should be or how it should communicate. It's clear many consumers don't look upon it as magical or revolutionary.

The latest figures show Apple Music and rival Spotify are adding users at about the same rate. But Spotify has a considerable advantage, having secured many loyal users long before Apple Music launched. In total, Spotify has 40 million paying members against Apple Music's 17 million.

Yes, Apple has offered exclusives involving Taylor Swift and Frank Ocean, but that doesn't seem to be enough. I think neither its design nor its ads compel users to switch.

This week, Apple Music's Jimmy Iovine told Billboard: "What we're doing now that hasn't been revealed yet, is we're building the right hybrid. And we believe it's the right hybrid, and the combination of these things together, we'll build a music service that is technologically and culturally adept."

It still sounds complicated, doesn't it?