The Spirio app is loaded with pre-recorded performances from a catalogue of over 1,700 Steinway-sponsored artists. Losby demonstrated how queuing a song on the app magically triggers the movement of keys—as if the invisible ghost of Sergei Rachmaninoff, Billy Joel or any other virtuoso were suddenly in the room. He says that Steinway thinks that the Spirio will be especially appealing to discriminating male customers (with some $110,000 to spare) who love their high-end stereos, audiophile equipment and super expensive tech gizmos.

He also adds that the self-playing model could appeal to those music lovers who can’t play the piano at all.

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