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Had to smile today when I read Apple is embracing Lossless Audio and Dolby Laboratories' Atmos surround sound technology. Apple’s vice president of Apple Music and Beats, Oliver Schusser, says that "Listening to a song in Dolby Atmos is like magic."
Actually, I've firmly been of that opinion since July 14th, 2014. That was the day that team Onkyo effectively introduced Dolby Atmos-equipped hardware to the UK, at an industry event held, appropriately enough, at Dolby's Soho HQ in London.
There was pretty near universal agreement from attendees on the benefits of Atmos for movies - Dolby's superb in-house cinema demonstrations saw to that. But my personal belief that Atmos could be just as beneficial for music in the future was met with a degree of scepticism, even from Dolby's own engineers.
It's certainly taken a while, and the technology has ‘evolved’ in the meantime, but it's still pleasing finally to see Atmos integrated into mainstream music replay, thanks to Apple. Here’s hoping it delivers on all its considerable promise…