“Last year, Apple finally got into the subscription music business,” Peter Kafka writes for Recode. “Time to try it again.”

“Apple is expected to roll out an overhaul for its Apple Music service at its WWDC event Monday, aimed at making ‘it more intuitive to use,'” Kafka writes. “That’s good, because Apple Music needs some help: Its first effort was surprisingly confused — especially from a company that famously waits for other people to take a stab at something, then shows up with a much better version.”

“But even if Apple Music gets much, much better, there’s no reason to think Apple Music’s trajectory will get any better. Because even if Apple offers a service that’s as good as Spotify, or better, it’s still going to be selling the same thing: All the music you can stream, for $10 a month,” Kafka writes. “At this point the main difference between Spotify and Apple Music is that Spotify has 30 million paying subscribers and Apple has 13 million. Apple will argue in public that 13 million is not too shabby for a service that didn’t exist a year ago; privately, music label executives who talk to Apple executives report that the Apple guys are disappointed.”

Read more in the full article here.

MacDailyNews Take: Apple owns the platform. Spotify doesn’t. Guess who wins in the long run?

That said, this is going to be a long, long run. As we wrote last August: We’re still amazed this thing came out of Apple and we’re hoping for a massive overhaul of the whole iTunes+Apple Music desktop mess ASAP. At least give us some consistency between how we deal with music on our Macs vs. on our iPhones, iPads, and iPod touches. (Shouldn’t it be “how we enjoy music,” not “how we deal with music?” Unfortunately, with iTunes it too often feels like a chore.)

And, despite [Eddy] Cue’s claims of being “thrilled,” doesn’t 11 million seem a bit paltry for a free trial that launched in over 100 countries over a month ago? 11 million free trial users? That’s it? With more than 1/3rd of the trial period now gone? This might be a harder sell than most, including Apple (with their rumored goal of 100 million subscribers), initially thought.

And, as we wrote in February when Apple Music got to 11 million paying members: The level of impressiveness depends on your perspective. Apple Music launched in over 100 countries. That’s an average of fewer than 110,000 subscribers per country since last June. Maybe there just aren’t that many true music lovers out there? It seems like most people are happy enough to be music dabblers for the price of free, even among well-heeled Apple users.

Apple Music adds another million subscribers in 1 month, surpasses 11 million paying members – February 12, 2016
Apple Music subscribers could hit 100 million users in 6 years – January 11, 2016
Apple Music nabs 10 million subscribers in 6 months, which took Spotify 6 years – January 10, 2016
Uh-oh, Spotify: People are paying up for Apple Music – November 5, 2015
Why Apple Music will win in streaming music – October 27, 2015
Apple Music takes a huge bite out of Pandora – October 23, 2015
Taylor Swift calls Spotify a ‘start-up with no cash flow’ – August 4, 2015
Oh ok, Spotify listeners are upgrading to Apple Music – July 19, 2015
Apple Music could kill more than just Spotify, it could kill music labels, too – June 25, 2015
Why Apple Music will gut and publicly execute Spotify – June 10, 2015
Spotify CEO claims to be ‘ok’ with Apple Music – June 9, 2015
Jimmy Iovine and Eddy Cue: Apple Music gunning for Spotify, YouTube, and terrestrial radio – June 9, 2015
Apple Music’s huge advantage over Spotify – June 9, 2015
Apple’s revolutionary Apple Music just might prove its skeptics wrong – June 8, 2015
Apple unveils revolutionary Apple Music service – June 8, 2015