Jimmy Iovine criticised for saying ‘women find it difficult to find music’ on Apple service

Head of streaming service is forced to apologise after appearing on CBS show 'This Morning'

Head of Apple Music’s streaming service Jimmy Iovine has been criticised after he made comments, which were deemed sexist towards female users.

Appearing on CBS show This Morning in an interview which you can watch below, Iovine was talking about the recently launched service and how he believed it would help women.

“I always knew that women find it very difficult at times – some women – to find music. And this helps makes it easier with playlists, curated by real people,” he said.

He continued: “I just thought of a problem, girls are sitting around talking about boys or complaining about boys, when they have their heart broken or whatever. And they need music for that, right? It’s hard to find the right music. Not everybody knows a DJ.”

Iovine appeared on the show with Mary J Blige to talk about Apple Music’s latest ad which features the R&B singer, as well as Kerry Washington and Taraji P Henson.

He faced an immediate backlash and later apologised for his comments.

“We created Apple Music to make finding the right music easier for everyone – men and women, young and old,” Iovine said.

“Our new ad focuses on women, which is why I answered the way I did, but of course the same applies equally for men. I could have chosen my words better, and I apologise.”

This Morning presenter Gayle King took to Twitter to defend Iovine insisting that his quotes were taken out of context and she insisted that her followers watch the full interview. She wrote: