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UPDATE 1-Apple goes to battle with Spotify in premium podcast push Reuters 1 hr ago
By Sheila Dang
April 20 (Reuters) - Apple Inc is fighting to retain control of the fast-growing podcasting market it popularized years ago but did not monetize, analysts and industry experts told Reuters.
Nearly 16 years after Apple added the ability to find podcasts a portmanteau of iPod and broadcasting coined by a Guardian journalist to its iTunes software, the iPhone maker now seeks to court podcast creators with new subscription and creator tools, and fend off competition from streaming audio company Spotify.
Apple announced on Tuesday it will launch Apple Podcast subscriptions, which will let users pay to unlock new content and additional benefits like ad-free listening, said Apple Chief Executive Tim Cook during the presentation.