Sorry for a late answer. I don't want to sound condescending but I think It's your mindset that is the problem.
I am paying for my music. I've been paying the equivalent of $10 (99SEK = $12 now and was $15 not long ago) each month for 6 years which sums up to $720 and I will continue to pay for this until something even better shows up. I would also be willing to pay a higher monthly rate for a great service. I would however not be willing to spend $10 a month on music at iTunes because I don't like the product. It's legacy, and that's what my comment was all about.
People have been consuming music for free by listen to radio stations for ever and radio stations pay artists less per listener than Spotify. And Spotify would be profitable if they skipped the free plan but they have it because they believe converting pirates and consumers of channels that generate no revenue for music industry into customers that generate revenue for the industry. Their biggest goal is not market share, it's growing the market of customers generating revenue to the industry.
I think you should read this
https://www.spotifyartists.com/spotify-explained/
"This is Apple trying to change a market where the sole product has become valueless in the eye of the consumer." They are massively late to the party. I do however welcome them to compete. But do it fair with a better product. Not by using their power to sign exclusive deals to cut other players out.
"If you like the music you're currently listening to for free, please buy it." Buy it? no, but pay for it, yes. If you would like people to pay for your music, please make it available on a service attractive to pay for.