Washington, Sep 23 : New reports suggest that Apple may scrap the 10 dollars-a-month subscription streaming music service 'Beats Music'.

The service could be scrapped entirely, or the service could continue with its name slowly phased out, CNET reported.

An Apple spokesman said that the report that Apple will be scrapping the Beats streaming music service is 'absolutely not true.'

Speculations also signal that Apple might change the name and take on the much more widespread iTunes tag and integrate it with Apple's overall iTunes package.

Research analyst Jan Dawson said that he would have been surprised if Apple kept it and left it unchanged, and he always assumed Beats Music would adopt the Apple and iTunes branding.

However, Beats Music is a relative newcomer to the streaming music business, having launched in January with AT and T as its main carrier partner. Beyond iTunes Radio, which launched last year, it also faces entrenched players in Spotify, Pandora, and Rhapsody, report said.

The addition of Beats Music to the Apple family was an about face for a company that for years dismissed a subscription model of payment for entertainment. Beats Music provides all-you-can-eat access to a catalog of 20 million songs for about 10 dollars a month, the report added. (ANI)