The format itself is great - NTS radio has been doing similar stuff for years, independent from ad money or any other influences, just the taste of the respective show host. Apple however? They have to appeal, in general, to everyone and you can't have it both ways - it's either deep, niche and interesting to a small crowd...or very wide and superficial.
Playlists: The suggestions coming from their playlists, don't sound more interesting than what rdio and probably every other streaming service (I don't use Spotify, can't compare) is doing - we saw Bruce Springsteen and "Big Rock" as automated playlists in the demo - not the hardest usecase I imagine. I'm less confident when it comes to obscure jazz fusion krautrock crossovers from the early 1970s. In that case you'll probably have to get your hands dirty yourself, with countless open tabs just like it has been for years. Not that I'm complaining, I enjoy going down those rabbit holes.