Apple’s free music celebration has been axed.

Apple has canceled its annual London music festival after 10 years, Music Business Worldwide reports.

The Apple Music Festival – formerly known as the iTunes Festival – launched in 2007 and saw acts including Chance The Rapper, Adele, The Weeknd, Pharrell Williams and Kendrick Lamar perform at both London’s Koko and Roundhouse venues. Tickets for the music event were given away to competition winners.

MBW believes that Apple’s decision to move away from a dedicated gig series could be part of a move into backing individual events. The tech giant recently partnered shows by Haim and Skepta in London and Arcade Fire in Brooklyn and also had a presence at SXSW in Texas earlier this year, sponsoring shows by Vince Staples, Lana Del Rey and DJ Khaled.

News of the Apple Music Festival’s cancellation comes just a week before the company is expected to reveal its new iPhone, which rumors suggest will have a bezel-free screen, facial recognition technology and a $999 price tag. Earlier this year, Apple discontinued its iPod Shuffle and iPod Nano players.

FACT has contacted Apple for comment.

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