Since Apple Music launched last year, Apple has been using exclusive content as a way to lure new subscribers to the service. Spotify's tactics may not affect major artists in a significant way, but according to Bloomberg, the service has also threatened smaller acts who introduce their music on Beats 1 Radio with Zane Lowe. Artists who have given Apple exclusive access to new music have been told they won't be able to get their tracks on featured playlists once the songs become available on Spotify, said the people, who declined to be identified discussing the steps.

Spotify has been retaliating against musicians who introduce new material exclusively on rival Apple Music by making their songs harder to find, according to people familiar with the strategy. The music streaming service has reportedly been using these retaliatory tactics for about a year.

Spotify has explicitly told artists who offer Apple Music exclusives that their music won't be included on featured playlists, and Spotify has also 'buried' their songs in its search rankings.

Spotify has been punishing artists who agree to Apple Music exclusives, displaying their content less prominently and offering fewer promotional opportunities. Spotify and Apple Music are becoming increasingly bitter rivals, and according to new reports from The New York Times and Bloomberg, the feuding is now affecting artists.

Spotify vs apple music profit