The trouble with the music industry, is that they were dying when Apple saved them, but they are too busy trying to take their head out of their @ss to even realize it. They look at Apple as a threat, instead of seeing the reality that it is services like Spotify that are the threat.
$10 per month for unlimited music streaming seems like a lot - when you realize that there are 1000's of new songs recorded each month - $10 is a steal if all you do is listen to songs released that month! This $10 model is of course possible only by screwing the artists over their share of the proceeds.
Which is still fine - except that the music industry is comfortable offering these deals only to small players - and not to Apple. Any way you look at it, its unfair. But there is a hidden lesson here - Spotify gets these deals, only because it is small - and does not really threaten the music industry. Kind of like how Netflix got all the sweet deals in its early days, but of late, the Netflix catalog has become horrendously out of date. Spotify is also destined for the same fate - and there are already signs of some labels pulling out of Spotify.
There is no substitute for a proper business model, well executed, and supported by a solid device ecosystem. All these fly-by-night business models will not be sustainable. And that is the real threat for Spotify.
From Apple's perspective, they could not care less what deals Spotify gets, as long as Apple also has access to similar deals - it is the refusal of the music industry to offer such deals to Apple that is the issue. If at all Apple has any issue with Spotify, it arises because of these one-sided deals.
At some point, Apple should start playing a different game - and bypass the record labels entirely. If you look at the dynamics of the App Store, small independent developers have as much a chance of success as the big established software houses. It is not inconceivable that Apple can do something similar with iTunes - and completely bypass the labels. When that happens, the music industry will only have itself to blame. That day is coming, and I really hope Apple has the guts to put up a significant chunk of cash to kick start this model.
What if Apple launches a billion dollar fund to promote independent artists and incentivize them to publish exclusively on iTunes? This amount of money is less than the interest Apple earns on its Cash balance - so it is pretty much free for Apple. And this is the sort of incentive that would attract several talented musicians to publish exclusively on iTunes. And maybe Apple can even offer a 5 Billion dollar fund to produce Movies and TV shows. All this should be done in a global initiative. Apple can even tie this money with requirements to use Apple solutions in the production process, etc - so that they will actually benefit in multiple ways.