Apple has a strategy to win the streaming war

Apple has an ambitious goal: to win the streaming war. Its strategy is pretty clear: the world's most valuable company has thrown its immense resources into making music videos, concert documentaries and documentaries and, above all, scoring album exclusives - and Larry Jackson, who is in charge of Apple's original-music content, has been a force driving the company's innovative approach.

Despite this content-focused approach the company is a long way from dominating the music-streaming business, which has grown from $1.4 billion in music revenue in 2013 to nearly $2.4 billion in 2015. According to reports, Spotify has roughly 30 million paid subscribers to Apple Music's 15 million, and while Tidal has around 3 million, Jay Z's service has put out high-profile exclusives from Beyoncé, Rihanna and Kanye West.
But Apple, worth more than $586 billion, has something more: cash - something that helps scoring exclusives and special contents.

Jackson says that the goal is to put Apple Music "at the intersection of all things relevant in pop culture". Jackson says that the model is

MTV in its Eighties and Nineties heyday. You always felt that Michael Jackson or Britney Spears lived there. How do you emotionally conjure up that feeling for people?.

For now, as "Rolling Stone" points out, top artists and managers are the beneficiaries of this attitude - and as Anthony Saleh, Future's manager, said :

It's just a partnership to do cool shit. It's almost like getting paid to wake up and eat breakfast – you're going to do it anyway.?

But Apple - besides cash - also has a will to search for adventure, andaggressiveness. To illustrate that, Jackson likes to repeat a story heard from Jimmy Iovine:

There are two buzzards sitting on a wire; one buzzard's sit- ting up there waiting for something to die; the other buzzard's saying, ‘Fuck this waiting-to-die shit, let's go kill something'