1) AAC 320 VBR sound just the same as lossless. So does AAC 256 VBR, which is the standard setting for Apple Music. For 99% of recordings, AAC 192 VBR sounds the same as lossless. AAC is a modern codec that is capable of achieving audible transparency at moderate data rates.
2) We should not take the word of marketing copy touting features. We should listen to the overwhelming evidence from controlled listening tests showing that moderate to high data rate lossy is indistinguishable from lossless. Better yet, we should conduct controlled listening tests ourselves to know using our own ears. I would be happy to help you do that if you are interested in finding out the truth.
3) Apple is introducing lossless audio because all the other services are doing it, not because it offers a benefit in sound quality. The head of Apple Music has said publicly that they are not focused on supporting lossless. They are focused on developing spatial audio, which has the potential to make actual improvements in perceived sound quality, not just placebo.
Quoted from a forum on audio science...
Eddy Cue is Apple’s senior vice president of services and the person who oversees Apple Music. He
didn’t mince words when he told Billboard that the sudden proliferation of lossless audio isn’t going to significantly evolve or change how we listen to music. “There’s no question it’s not going to be lossless,” he said when asked what technologies will bring about the “next-gen” of music streaming. Cue firmly stands on the side of the crowd that argues most people can’t hear any difference between CD-quality or hi-res tracks and the AAC or MP3 files that’ve been filling their ears for so long now. He did acknowledge that the higher-bit rate tracks might matter to music lovers with particularly sharp hearing or premium audio equipment, but he was also direct about how niche that group is.
“The reality of lossless is: if you take 100 people and you take a stereo song in lossless and you take a song that’s been in Apple Music that’s compressed, I don’t know if it’s 99 or 98 can’t tell the difference.” Cue revealed that he has regularly done blind tests with the Apple Music team, and they confirm how rare it is for anyone to be able to consistently recognize lossless audio. “You can tell somebody, ‘Oh, you’re listening to a lossless [song],’ and they tell you, ‘Oh, wow. That sounds incredible.’ They’re just saying it because you told them it’s lossless and it sounds like the right thing to say, but you just can’t tell.”
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I have done tests myself on professional recording equipment (a Pro Tools workstation in a recording studio). I couldn't detect any difference between lossy and lossless at rates above AAC 192 VBR with a level matched, direct A/B switched, blind comparison. I have administered listening tests to dozens of people, and not one of them has been able to discern a difference at those data rates. I would like to meet someone who can discern a difference. I've had people tell me they can, but they won't put their claims to the test with a controlled test. Anecdotal claims are as useless as people who claim to see ghosts or communicate with the dead without proving it.