The big question, though, remains whether or not Apple Music will ever be able to eclipse Spotify.
For much of the first half of the 21st century, music drove Apple's hardware sales, particularly across the spectrum of iPod models including the Nano, Shuffle, Mini and Touch. Cue said Apple has 8 million subscribers now in the free trial period, the first time Apple has disclosed the number of trial users. Unlike Spotify, Apple offers a three-month free trial before subscribers are hit with a $9.99 monthly subscription fee. Naspers also recently launched music streaming platform Joox, from China's Tencent, in which it holds a 33.2% stake.
"Over the past few months, we've confirmed our beliefs that listeners care deeply about the content on Spotify-they want the data to be useful and accurate", a company spokesperson told Variety.
In Vietnam, would-be customers pay 59,000 Vietnamese Dong per month for a subscription - equivalent to around $2.50 per day.
Cue's emphasis on the App Store as a traffic benchmark for music's future aligns well with his company's latest product and mergers and acquisitions moves.
South Africans already have a wide choice of streaming options, from Google Play Music to Apple Music, and Simfy Africa to Deezer.
There's no doubt that when it comes to streaming services, Spotify's leading the pack. Apple has been competing with Amazon.com, Inc.
In response, Cue said kindly that "I think Spotify is doing just fine", prompting chuckles from the SXSW audience.