This is a common, yet inaccurate assumption. Spotify has had the opportunity to be the leader. It all boils down to how you market the company and provide services users want.

Spotify doesn't have to sell subscriptions THROUGH Apple or Google. It can operate similar to Netflix. Spotify's biggest problem has been the inability for people to easily navigate and create lists, etc, based on vocal commands AND its AI isn't superior to any other platform. Take it from my totally blind husband. He would LOVE to use Spotify, but has given up because he can't get what he wants without having me build music catalogs for him.