Jay Z attacks Apple Music in ‘Smile’ track on his new album

HAVING already taken shots at his former buddy Kanye West, rapper Jay-Z has turned his attention to tech giant Apple.

IT APPEARS Jay-Z isn’t a huge fan of Apple, with the rapper slamming the tech giant.

The hip hop artist recently debuted his 13th studio album exclusively on streaming platform Tidal — a service in which he owns a large stake.

And while this was a clever move to attract customers to his struggling platform from Apple Music and Spotify, it wasn’t the only snub Jay-Z gave the Cupertino tech company.

On the new album, 4:44, the hip hop star used a track to call out Apple Music exec and industry legend Jimmy Iovine.

“F*** a slice of the apple pie, want my own cake / Chargin’ my own fate / Respect Jimmy Iovine / But he gotta respect the Elohim as a whole new regimen / And n — playin’ for power, huh / So our music is ours,” Jay-Z raps in the track Smile.

The lyrics hold the same sentiments that were the focus for Jay-Z’s 2014 relaunch of Tidal, which enlisted the help of other A-list artists fed up with the low royalties paid from music streaming platforms.

A New York City bus with an advertisement for Jay-Z's anticipated new album "4:44" turns a corner in mid-town New York City.

With the likes of Coldplay’s Chris Martin, Beyonce and Madonna, Tidal announced it would pay more royalties to artists and would be the first music service to offer High Fidelity sound quality.

However, when Apple Music burst on to the scene in 2015, it left Tidal for dead and quickly became the world’s second largest streaming service behind Spotify.

Despite offering other exclusives from Beyonce and Kanye West, Tidal has struggled to gain any real momentum in the market.

Just this week, Kanye West reportedly cut ties with Tidal after being owed more than $A3.8 million in revenue.

According to TMZ , West’s decision to split from his frequent collaborator’s company predates the release of Jay-Z’s new album, which also takes shots at Kanye.

“I know people backstab you, I feel bad too / But this f*** everybody attitude ain’t natural / But you ain’t the same, this ain’t KumbaYe / But you got hurt because you did cool by ‘Ye / You gave him 20 million without thinkin’ / He gave you 20 minutes on stage, f*** was he thinkin’? / ‘F*** wrong with everybody?’ is what you sayin’ / But if everybody’s crazy, you’re the one that’s insane,” Jay-Z rapped.