Spotify is emailing customers to request they stop subscribing to its Premium service via the iOS app.
The company isn’t trying to get rid of iPhone and iPad customers; it's trying to save them a few quid on their monthly bill.
In the correspondence, reported by The Verge, Spotify points out the folk can save $3 (and, by proxy, £3) a month by subscribing to the service via Spotify.com instead.
It all comes down to the 30 per cent cut Apple takes for in-app subscriptions. Spotify accounts for this by charging $12.99/£12.99 a month for Premium access if the package is purchased within the app.
The email explains how Spotify users can turn off the auto-renewal in iTunes, wait for the month to end, and then sign up again via Spotify.com for the regular price of a tenner a month.
Of course, it’s no coincidence this message will be hitting the inboxes of Spotify subscribers just a week after the launch of Apple Music.
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With Apple and Spotify in direct competition for music-streaming revenue, the last thing the Swedish firm will want is its own customers contributing to Apple’s coffers.
“We like you just the way you are. Don’t change. Ever,” the message reads. “But if you want to change how much you pay for Spotify Premium, we’re here to help.”
Of course, a great majority of Spotify customers will have already cottoned on to this, but if it can enlighten the few who haven't then it’ll be a worthwhile exercise for the company.