My goal for Spotify is and has always been to reimagine the audio experience by giving consumers the best creativity and innovation we have to offer. For that to be a reality, it is my firm belief that companies like ours must operate in an ecosystem in which fair competition is not only encouraged, but guaranteed.
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It’s why, after careful consideration, Spotify has filed a complaint against Apple with the European Commission (EC), the regulatory body responsible for keeping competition fair and nondiscriminatory. In recent years, Apple has introduced rules to the App Store that purposely limit choice and stifle innovation at the expense of the user experience—essentially acting as both a player and referee to deliberately disadvantage other app developers. After trying unsuccessfully to resolve the issues directly with Apple, we’re now requesting that the EC take action to ensure fair competition.
Apple operates a platform that, for over a billion people around the world, is the gateway to the internet. Apple is both the owner of the iOS platform and the App Store—and a competitor to services like Spotify. In theory, this is fine. But in Apple’s case, they continue to give themselves an unfair advantage at every turn.
To illustrate what I mean, let me share a few examples. Apple requires that Spotify and other digital services pay a 30% tax on purchases made through Apple’s payment system, including upgrading from our Free to our Premium service. If we pay this tax, it would force us to artificially inflate the price of our Premium membership well above the price of Apple Music. And to keep our price competitive for our customers, that isn’t something we can do.
As an alternative, if we choose not to use Apple’s payment system, forgoing the charge, Apple then applies a series of technical and experience-limiting restrictions on Spotify. For example, they limit our communication with our customers—including our outreach beyond the app. In some cases, we aren’t even allowed to send emails to our customers who use Apple. Apple also routinely blocks our experience-enhancing upgrades. Over time, this has included locking Spotify and other competitors out of Apple services such as Siri, HomePod, and Apple Watch.
We aren’t seeking special treatment. We simply want the same treatment as numerous other apps on the App Store, like Uber or Deliveroo, who aren’t subject to the Apple tax and therefore don’t have the same restrictions. What we are asking for is the following:
- First, apps should be able to compete fairly on the merits, and not based on who owns the App Store. We should all be subject to the same fair set of rules and restrictions—including Apple Music.
- Second, consumers should have a real choice of payment systems, and not be “locked in” or forced to use systems with discriminatory tariffs such as Apple’s.
- Finally, app stores should not be allowed to control the communications between services and users, including placing unfair restrictions on marketing and promotions that benefit consumers.
As I recently shared, competition pushes us to evolve and improve both the customer and creator experience. It’s not something we ever have—or will—shy away from. So, let me be clear that this is not a Spotify-versus-Apple issue. We want the same fair rules for companies young and old, large and small. It isabout supporting and nurturing the healthy ecosystem that made our two companies successful in the first place.
Consumers win and our industry thrives when we’re able to challenge each other on fair footing. That’s what competition on the merits is all about.
To learn more please visit TimeToPlayFair.com
Spotify is committed to bringing audio content such as music and stories to more people in more ways–including the next generation of listeners. That’s why we decided to launch a fun standalone app designed with safety in mind specifically for kids and families.*
We sat down with Alex Norström, Spotify’s Chief Premium Business Officer, to learn a little more about the app.
1. Why create a Spotify Kids app now? What can users look forward to?
We know that families love listening together—whether it’s while driving in the car or cooking dinner together in the kitchen. But we also know that family members love to listen on their own too. That’s why we’re so excited to welcome the next generation of listeners—kids—into the Family Plan experience.
Kids consuming audio content, such as music and stories, isn’t a new phenomenon—in fact, they love it. But most audio experiences were built with adults in mind—meaning they’re not simple, easy, or fun for young kids to use.
Spotify Kids was born out of the desire to create a playground of sound just for kids—to build a place where younger kids can explore their favorite music and stories in a fun environment. The content is ad-free and hand-picked by a team of editors, and the experience is bursting with color. Our visuals help guide young minds through the app with simple navigation and scaled-back text. Before setting out to explore, each kid can also select a custom avatar and color theme to personalize their experience.
Spotify Kids is a composite of playlists, which makes it easy for kids to find music and stories from their favorite movies and TV shows or hit plays on a playlist to sing along to during their favorite activity—or their least favorite chore.
We’re thrilled to beta launch in Ireland and look forward to introducing Spotify Kids in all markets that have Premium Family in the coming months. As we evolve the app experience, we’ll roll out enhanced parental settings and controls for even more customization in an effort to give parents peace of mind.
2. How is the Spotify Kids app different from the original app? Any unique content?
Spotify Kids is a standalone app available exclusively for Premium Family subscribers and intended for kids ages 3+. The content within Kids is hand-picked by a team of editors, who have nearly 100 years of combined experience curating content for kids. They come from some of the most well-respected brands in this space, including Nickelodeon, Disney, Discovery Kids, and Universal Pictures, as well as Public Service in Sweden and BookBeat, which is a family- and kids-oriented audio streaming service.
Beyond the content, the entire Spotify Kids user experience looks and feels different from the Spotify app. And that’s intentional. It’s built for kids, with their specific cognitive skills in mind, and exudes a fun, familiar, playful, and bright atmosphere. This look and feel also varies by age group—for example, the artwork for younger kids is softer and character-based, while content for older kids is more realistic and detailed.
3. Why launch in beta? What are you hoping to learn?
Having a standalone app specifically for younger kids is a new space for Spotify, and we understand the sensitivities around content for children. We are being very deliberate in our launch approach. We’ve started with a beta launch in Ireland, knowing that this initial roll-out phase will yield many learnings from parents, caregivers and other experts as they begin to interact with the app.
As we evolve the Spotify Kids experience over time, we plan to enhance parental control features to allow for even more customization. We’ll also bring our audio expertise to the table with listening experiences that go beyond music—like more stories and audiobooks and eventually podcasts.
4. As you were building the app, did you tap any external resources? Say, consult with any parent organizations or conduct focus groups?
While launching this kids app is an exciting moment for Spotify, creating it was not a task we took lightly. We knew the importance of understanding parents’ needs and making sure they would have peace of mind about the content their kids are consuming.
Spotify has spent more than two years learning about this space, and we’ll continue to learn as people begin to interact with the app. Spotify download music not working on phone. We have gathered expert insight from a number of organizations, including the National Children’s Museum in Washington, D.C., and conducted our own studies with parents around the world and tapped into our Employee Resource Groups here at Spotify.
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Spotify Kids is available starting today in Ireland. Ready to get started? Spotify Premium Family master account holders can simply download Kids from the App Store or Google Play, then sign in to their regular Spotify account. (If you’re new to Spotify, you’ll need to sign up for Premium Family before signing in to Spotify Kids.)
For those outside of Ireland, Kids will be rolling out to all markets that currently have Premium Family. Be sure to check back here for more or check out spotify.com/ie/kids.
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*Update March 17, 2020: Spotify Kids has also rolled out in Argentina, Brazil, and Mexico.
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Update February 11, 2020: Spotify Kids has also rolled out in the UK and Australia.
Update November 27, 2019: Spotify Kids has also rolled out in Denmark, Sweden, and New Zealand. https://scapesclever283.weebly.com/spotify-app-add-local-music.html.
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Update May 12, 2020: Spotify Kids has also rolled out in Germany and Japan.