As competition heats up in the streaming space, Apple Music just can’t seem to get a handle on its social skills.

On Thursday, the digital music platform quietly axed “Connect,” a rarely-used feature that allowed musicians and fans to “like” and comment on content.

An email to subscribers confirms the move: “Today we’re streamlining music discovery by removing Connect posts from Artist Pages and For You.” Apple will remove all Connect posts from Artist Pages and the For You section of Apple Music, though if any of your favourite musos did get away any messages, you’ll still be able to search for them until May 24.

And that’s all folks. A message posted Friday to Apple.com adds, “Connect posts from artists are no longer supported.”

What a difference three years makes. Connect rolled out at WWDC 2015, where it was heralded as an essential bridge between artists and fans and an important cog to the-then new streaming service.

The geek gathering heard sales pitches from Drake and Beats co-founder Jimmy Iovine, who declared the feature as one of the three major pillars of Apple Music, the others being its streaming music service and Beats Radio. Drake even promised to push his Views From The 6 album on the feature.

“Focus on your body of work,” Drizzy said. “Instead of having to post your stuff on these different and sometimes confusing places, it’s all in one place: Connect.”