Apple Music has 50 million subscribers (counting free trial subscriptions), while Spotify is closing in on 100 million. Amazon Music is probably pretty close to Apple but no one knows for sure because Amazon won't report numbers.
I'm not anti-Apple. In fact Apple is the only one of the giants that has always understood security and privacy -- and that has been a good business strategy. They wouldn't sell data to Cambridge Analytica to sabotage American democracy, they wouldn't let the FBI snoop on our phones, they wouldn't let Putin's minions use their platforms -- so good for them.
I also think Apple understands customer support. Their cheap battery replacement program last year was a really decent thing to do, and the new iOS runs so well on older, slower phones that it has cost Apple some upgrades -- again, a very decent thing to do.
I just don't think they've ever really understood the content business or the software business. They're not good at any business that requires partnership and collaboration. Heck, they had to be dragged kicking and screaming into allowing third party apps for the iPhone -- they were the last to see that it would be a great business for them.