Oh, you mean Apple didn't roll out Dolby and Atmos and surround compatibility first, and then put out the word to the labels on what they wanted/needed? I've always assumed that Apple and iTunes had a type of A&R dept working on what they wanted on their platform. Like when they hired longtime Rhino Records executive Gary Stewart, to help curate the albums and singles and creation of playlists, I thought that was to help them decide what to go for for licensing. At least that was what Gary told me before his death a couple of years ago.Nothing to do with Apple, they put out what the labels give them. So it is the labels that are "paying no attention".