Apple has done a fantastic job of driving consumer education and awareness around Atmos music: Dolby

“Music is powerful. As people listen to it, they can be affected. They respond.” – Ray Charles

Music is as much an emotional experience for the artist as it is for the consumer and Dolby wants to bring the two together more intimately than ever before, with Atmos. The company in fact is so bullish about it, it foresees Atmos becoming the “predominant” way and format of listening to music in the future. To do that, it must make the technology more accessible. Partnering with Apple is just one of the ways it is trying to do that.