Apple goes to battle with Spotify in premium podcast push


FILE PHOTO The Apple Inc logo is seen hanging at the entrance to the Apple store on 5th Avenue in Manhattan New York U.S. October 16 2019. REUTERSMike Segar

FILE PHOTO: The Apple Inc logo is seen hanging at the entrance to the Apple store on 5th Avenue in Manhattan, New York, U.S., October 16, 2019. REUTERS/Mike Segar

(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.

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