The service will launch later this month alongside Windows 10.

While Apple has been causing a lot of noise with its own streaming service, Microsoft has quietly rebranded Xbox Music as Groove.

The service was formerly known as Xbox Music to capitalise on the strength of Microsoft’s video gaming brand, but this name was dropped earlier this year to make the company’s music offering more inclusive to non-Xbox owners.

Groove will launch alongside Windows 10 later this month, and as a Microsoft blog post explains, “Groove describes what people feel and do with music, and is more intuitive for our Windows 10 customers on what they’ll find with the app.”

Apart from the name change, Groove is pretty much the same as the Xbox Music service. Users can still pay $9.99 per month or $99 per year for unlimited streaming from the Groove catalogue. The service also allows users to upload their existing MP3 collection to the OneDrive cloud service and access it across Windows devices, Xbox, Android devices and even iPhones.

While the move is likely a response to Apple Music, Microsoft has Sony to compete with as well – earlier this year it teamed up with Spotify on the PlayStation Music service.