MKT 300 | Apple Music

For our course capstone, my team developed a comprehensive growth strategy for Apple Music, focused on acquiring Spotify users who are also heavy users of Apple products (e.g., iPhones, Macs, AirPods). Our research revealed that 95% of Spotify users in our sample owned at least one Apple device—and 25% owned five or more—indicating an untapped market opportunity within Apple’s own ecosystem.

Our proposed strategy focused on three pillars: curation, interactivity, and convenience. We developed a suite of recommendations including AI-generated “Made for You” playlists, a social feature called Slices to share music with friends, and Apple Swap, a playlist migration tool designed to reduce switching friction from Spotify. Each feature was supported by consumer survey data, competitor analysis, and behavioral insights.

I led the visual design for our deliverables, designing each slide of the presentation to ensure cohesivity and teaching myself Figma to create interactive mockups of the redesigned app experience.