I joined Spotify just as Apple Music was launching They were late to music streaming mostly because it required them to canabalize iTunes, and admit they had been out innovated by a European startup. We knew, internally, that key leaders were furious that Spotify had forced their hand, when only a decade earlier iTunes (and iPod) was a music industry darling. Anyway, at that time, it was very unclear whether Spotify would live tbh. We gamed out many potential outcomes and a lot were pretty bad for us. Spotify was pre IPO, 20M users or something like that. It was a scary time. But as it turns out, Apple actually was too late, and/or just not good enough at this specific thing (live web services generally). I tell this story because there’s a trope that Apple always turns up late, just does it better and then wins. But that’s actually not always true, sometimes they are literally just too late.