Cape Town - After much speculation Spotify officially launched in South Africa on Monday. The company revolutionized the music industry with its iPod and iTunes products although as consumer trends shifted towards streaming and Apple fell further behind, most realized it was just a matter of time before Apple offered such a service.
Apple is now in battle with music streaming services from tech giants like Amazon.com Inc and Google as well as other dominant streaming music services like Spotify.
Founded in 2006 by Ek and Martin Lorentzon in the staid Stockholm suburb of Ragsved, the firm now has 71 million paying customers worldwide, twice that of closest rival Apple Music. The platform also hosts podcasts which people can stream, as well as video content.
The service is free for the first month and then is R59.99 per month after the trial for the premium membership.More news: Russians in Kenya to cast presidential votes at Nairobi embassy
Apple's streaming music service now enjoys 38 million paid subscribers, an increase of two million subscribers since the company last reported figures in February.
"We're incredibly excited to launch Spotify in Israel with a revolutionary new music experience", said Veronica Diquattro, Spotify's managing director in southern and eastern Europe. Features no adverts, offline listening, unlimited skips, high-quality audio, shuffle play.
ITWeb is attending the official launch on Tuesday and will provide more details as they become available.