Spotify pushes fitness while battling Apple’s App Store rules

Spotify rolled out a new Running Mode for Premium users on iOS this week, and the move signals a broader shift toward fitness‑centric experiences. The rollout arrives amid a fresh wave of App Store rejections that threaten to stall Spotify’s non‑music ambitions.

The feature debuted on iOS in a handful of countries, targeting Premium subscribers who want tempo‑matched playlists while they jog. The same week, Spotify’s legal team fired off a letter to Apple accusing the platform of using its approval process as a competitive weapon. The letter, obtained by Recode, cites a rejected update that tried to promote a $0.99 subscription sign‑up outside the App Store.

Running Mode launches on iOS

Running Mode overlays a tempo meter on the now‑familiar Spotify interface. Users can tap a button to lock the BPM to a chosen pace, then scroll through curated playlists that match that speed. The mode is gated behind the Premium tier and is only live in select markets, though Spotify has not disclosed the exact list of countries.

Early testers report that the UI feels like a lightweight metronome rather than a full‑blown fitness app. The experience stays within the Spotify ecosystem: the music streams from the same library, and the pace indicator updates in real time as the runner moves. No third‑party hardware integration is required, keeping the barrier to entry low for casual joggers.

Fitness ambition and Peloton partnership

Spotify’s push into fitness is not limited to Running Mode. Earlier this year the company announced a partnership with Peloton, embedding Peloton‑produced classes into the Spotify app and allowing users to sync their workout data. The collaboration gave Spotify a foothold in the connected‑equipment market without building its own hardware.

The Peloton tie‑in and the new Running Mode both point to a strategic effort to capture time spent exercising—a segment traditionally dominated by Apple Music and dedicated fitness platforms. By offering tempo‑matched playlists and seamless class streaming, Spotify hopes to keep listeners inside its app while they burn calories.

Apple app‑store clash resurfaces

Apple rejected an iOS update that added audiobook purchasing guidance, marking the third rejection in a month. According to The New York Times, the update would have let users request an email with a link to buy an audiobook outside the App Store, thereby sidestepping Apple’s 30 percent cut. Apple’s guidelines forbid explicit in‑app prompts that direct users to external digital purchases.

A separate rejection targeted a promotion for a $0.99 subscription sign‑up that could be accessed only through Spotify’s website. Spotify’s general counsel, Horacio Gutierrez, wrote to Apple’s top lawyer on June 26, calling the move “anti‑competitive” and warning that it raises “serious concerns under both U.S. and EU competition law.” The letter argues that Apple is using its approval process to protect Apple Music from a growing rival.

Spotify complied by stripping the promotional language from the app and by disabling the App Store billing option altogether. Apple later approved the stripped‑down version, but the back‑and‑forth highlighted how the approval pipeline can become a lever of market power.

Bigger picture: diversification under pressure

Spotify’s diversification into fitness and audiobooks mirrors a broader industry trend: streaming services are looking for revenue streams beyond music royalties. The company’s 2019 regulatory complaint against Apple in the European Union and its support for Epic Games in the high‑profile legal battle underscore a long‑running friction with Apple’s platform rules.

At the same time, Spotify is tightening its developer platform. Starting February 11, new Development Mode client IDs will carry stricter limits, and from March 9 those rules will apply to existing integrations. The changes aim to protect creators while curbing abuse of API access, but they also signal Spotify’s willingness to police its own ecosystem as it expands into new domains.

The convergence of fitness features, audiobook ambitions, and tighter developer controls suggests Spotify is betting on a multi‑pronged user experience. If Apple continues to block features that divert revenue away from its store, Spotify may be forced to either absorb the cost of in‑app purchases or find alternative distribution channels.

What to watch

The next App Store review cycle will reveal whether Apple will allow a version of Spotify that includes both Running Mode and a streamlined audiobook purchase flow. Keep an eye on any statements from Apple’s App Store Review Board in the coming weeks, as well as on Spotify’s quarterly earnings call for hints about how much revenue the fitness push is generating. The outcome will shape whether Spotify can truly become a one‑stop shop for music, workouts, and spoken‑word content, or whether Apple’s gatekeeping will keep the service confined to its traditional music‑only role.

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