It's over: after ten years, Apple has decided to no longer hold their annual music festival in London. While the reasons for the brand axing the show remain unclear, it has been reported that Apple has decided to start focusing on single events instead of big festivals -- which could also indicate a need for ROI optimisation from their part.

The first edition of the Apple Music Festival took place in 2007 with artists such as Amy Winehouse, Mika, Travis, The Go! Team, and Kasabian topping the bill; over the years, it's seen the likes of Lady Gaga, Coldplay, Adele, Bat For Lashes, the XX, the Killers, Jack White, and more playing the event, which usually took place in either July or September. 2016 was the very last edition.