"In 1978, Apple Records filed suit against Apple Computer (now Apple Inc.) for trademark infringement. The suit was settled in 1981 with the payment of $80,000 to Apple Corps. As a condition of the settlement, Apple Computer agreed to stay out of the music business. A dispute subsequently arose in 1989 when Apple Corps sued, alleging that Apple Computer's machines' ability to play back MIDI music was a violation of the 1981 settlement agreement. In 1991 another settlement, of around $26.5 million, was reached.[54][55] In September 2003, Apple Computer was again sued by Apple Corps, this time for introducing the iTunes Music Store and the iPod, which Apple Corps asserted was a violation of Apple's agreement not to distribute music. The trial opened on 29 March 2006 in the UK,[56] and in a judgement issued on 8 May 2006, Apple Corps lost the case."

https://en.wikipedia.org/wiki/Apple_Corps#Apple_Corps_v._App...

Apple does directly sign non-label artists to exclusive deals with Apple Music, but so far that's mostly established artists, they haven't put money into discovering and developing artists.