Meanwhile, Spotify kept innovating. - AI-powered playlists - Personalized recommendations - Podcasts (they bought Joe Rogan, Call Her Daddy, & more) Apple Music? Still a glorified iTunes. Spotify did more than just survive; the numbers proved it…

In 2015, Apple tried to destroy Spotify. Apple demanded 30% of all revenue. BLOCKED app updates. Threatened to remove them from the app store. Until they made ONE bold mistake that transformed Spotify into a $120 BILLION empire. Here’s the unbelievable story:🧵

In 2015, Apple launched Apple Music. They had everything in their favor: - $200B in cash - The iPhone ecosystem - Record label relationships Spotify, a much smaller player, should have died on sight. But Apple made one big mistake…

Instead of competing fairly, Apple rigged the game. Apple charged Spotify a 30% App Store tax on subscriptions: - Apple Music could charge $9.99/month - Spotify had to charge $12.99 to make the same profit Or they had to eat the cost and lose money. It was a setup.

Spotify saw the trap and fought back. Instead of paying Apple’s tax, they removed in-app purchases from iPhones. The only way to subscribe? - Go to the Spotify website - Manually enter payment info This workaround saved them but came at a cost…

Apple didn’t like it. So, they punished Spotify. - Blocked app updates - Rejected new features - Stopped bug fixes from going live Apple crippled Spotify’s app experience while Apple Music kept improving. But Spotify had one advantage Apple couldn’t touch…

Apple Music worked great inside the Apple ecosystem. But Spotify? It was EVERYWHERE. - Windows, Android, PlayStation, Tesla, smart TVs - Even on Apple devices (Mac, iPad, Apple Watch) Spotify focused on being accessible to everyone. Then came the plot twist nobody saw…

In 2019, Spotify realized Apple wasn’t going to stop. So, they filed an antitrust lawsuit against Apple in the EU. Their argument? Apple was using its App Store as a weapon to destroy competitors. And Spotify kept the receipts.

The European Commission agreed. Regulators launched a multi-billion dollar antitrust case against Apple. For the first time, Apple’s App Store dominance was being challenged. And the case wasn’t just about Spotify. It would change the entire app economy.

By 2025: - Spotify: 675M+ users, 263M paying subscribers - Apple Music: 112M subscribers Despite everything Goliath (Apple) tried, David (Spotify) won the music streaming war. But the legal battle wasn’t over yet…

In 2025, Apple is still under regulatory fire. Spotify forced Apple to change its App Store policies worldwide. And regulators started cracking down on: - Apple’s payment restrictions - Other "monopoly-like" behavior And the lesson here?

Apple tried to kill Spotify. But even with all the money in the world… Goliath doesn’t always win. Apple had the ecosystem, the power. Spotify fought back anyway… and won. This war isn’t over yet, but the underdog is still standing... and he’s not backing down.

Follow me @kayoung for more posts on winning at business & life. I've spent over a decade coaching high achievers & consulting with some of the world's most respected brands. My new book, Success is a Numbers Game, will be published by a Penguin Random House Subsidiary in Nov.

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