New book 'Spotify Untold' delves deep into the strained - and strange - relations between Daniel Ek and Apple's Steve Jobs
. Because Spotify was hindered by Steve Jobs, it forced the company to sweeten its deals with the record companies. That finally allowed Ek to enter the U.S.No. Ek seems to have chosen to close the shutters completely. Personally, I can understand that. Spotify is challenging Apple on a legal level right now. We address Spotify’s constant struggle with Apple in our book. If Ek were to talk about such sensitive topics in book form, [Spotify would] do it in their own way with full control.
Apple is is countering by investing in their own podcasts, but that won’t stop Spotify. Ultimately, I think Ek would like to be a kind ofWhat challenges lay ahead for Spotify?They need to work on their offering to tweens and teenagers, especially in terms of music discovery. I’m sure they are looking closely at Asian services like TikTok. Young people want to interact with music. They want to like, comment, interpret and share.Swedes are proud of Spotify.
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