hasn’t exactly been treacherous - remember,
the company has Apple Music installed on
more than a billion active iPhones, as well as
millions of iPads, Apple TVs, and Macs - but it’s
still had to fight off competition from Spotify.
Indeed, the European streaming service has
managed to maintain its market dominance
despite entries from the likes of Amazon and
Google, with their Amazon Music and YouTube
Music offerings. Alongside Pandora, TIDAL, and
SoundCloud, Apple’s had to prove its worth
and has done so through several rebrands,
overhauls of the user experience on iOS and
macOS (including the death of iTunes and the
introduction of a new dedicated Music app)
and partnerships with some of the biggest
names in the industry, including Lady Gaga,
Elton John, and Nicki Minaj, who each fronted
their own Apple Music radio show, whilst Billie
Eilish stars in an Apple Music documentary.
That’s without mentioning the generous free
trials and offers from Apple, including giving
students access to the platform for six
months for free, and partnering with mobile
carriers, like EE in the United Kingdom,
to offer free Apple Music access. These
partnerships have allowed the firm to convert
some traditionally-loyal Spotify customers over
to the platform, and encourage them to stay
loyal to the brand. Add in the new Apple One
subscription bundle, which brings together
Music with iCloud storage, Apple Arcade,
Apple TV+, Apple News+ and Apple Fitness+,
and it’s a compelling $29.99/mo offer. But
how does the company take its music service
even higher?
antfer
(Antfer)
#1