More about: Britney SpearsFranz FerdinandOasisFoo FightersThe CoralBlack Rebel Motorcycle ClubQueens of the Stone AgeRobbie WilliamsElton JohnAlicia KeysEd SheeranChance The RapperApple

Apple has called time on the Apple Music Festival after hosting the event in London for the last 10 years. The annual festival has hosted gigs by variety of increasingly big names including Elton John, Foo Fighters, the ubiquitous Ed Sheeran and Alicia Keys among others.

Originally called the iTunes festival, the inaugural event took place in the somewhat compact and bijou environs of Institute of Contemporary Arts in London in 2007. It hosted a wide range of artists including Black Rebel Motorcycle Club, Crowded House and The Coral. It then put on an audacious line-up of bands and musicians each September.

The month long event moved to Camden venue Koko the following year and saw performances from Paul Weller and Roots Manuva among others. Since moving to the Roundhouse in 2009, the Apple Music Festival included performances by Franz Ferdinand, Oasis, Ozzy Osbourne, Queens Of The Stone Age and, more recently, Robbie Williams, Chance The Rapper and Britney Spears.

All that has come to an end as Apple has refocused its attentions of creating its own original content, as well as hosting music, TV and films to stream and buy. Apple has also launched the TV series Carpool Karaoke and Planet Of The Apps. The company has also taken on two former Sony TV execs, Jamie Erlicht snd Zack Van Amburg, to develop new shows. The company also has its own online radio station in the shape of Beats 1.

Music Business Worldwide reports that Apple’s decision may be part of a move into working on individual events. They recently partnered shows by Haim and Skepta in London and Arcade Fire in Brooklyn and also sponsored shows by Vince Staples, Lana Del Rey and DJ Khaled at SXSW earlier this year.

And that’s not all that’s ending with Apple. Earlier this year, the tech giant discontinued its iPod Shuffle and iPod Nano players.

More about: Britney SpearsFranz FerdinandOasisFoo FightersThe CoralBlack Rebel Motorcycle ClubQueens of the Stone AgeRobbie WilliamsElton JohnAlicia KeysEd SheeranChance The RapperApple