Wnat to increase margins spotify, allow more 3rd party development.  Create a market place within app for 3rd party plugins and services ie lyrics, new user interface addons for music player, etc.  

Control the marketplace by closely vetting premium plugins for quality/security.  Collect 30% from developers.  

Your player is getting icreasingly long in the tooth and is barely usable.  Differentiate yourself from other music services and spawn innovation through community development and addon complimetary services such as bios, news and updates right in app via flipboard/magazine style UI.

Apple is increasingly trying to alienate or shut you down, diversity in content is how you can survive and win.