The strategy Spotify used to beat Apple:
“We bet on three things. They were all counter positions to Apple deliberately.
1. Freemium. We believed that if Apple ever did a free product they would struggle to do advertising. We bet they wouldn't do a good free tier. And so we focused a lot on freemium and a really good free tier.
2. Personalization. I would almost say Apple was against data at the time. We bet that they would never get good at personalization recommendations. And we believed that was the future.
3. Ubiquity. We bet that they were going to prefer their own products and never get to be good on a Samsung TV or an Android phone.
So these were our bets and they panned out really well.”



















