Spotify is set to implement price increases across multiple regions starting in September, with its Premium subscription rising from €10.99 to €11.99 in several markets. This move accompanies the rollout of new features designed to enhance user experience, including a new "Mix" mode that allows listeners to enable automatic transitions between songs or create custom mixes. The company has nearly 9 billion user-generated playlists and is focusing on improving playlist flow and control. Spotify's co-president and chief business officer, Alex Norström, described price hikes as "part of our toolbox now," indicating that these increases will be paired with additional services and features. Meanwhile, Spotify's long-anticipated super premium music service, aimed at "super fans," has faced delays due to challenges in securing partnerships and does not appear to be launching imminently despite being discussed since at least 2023. The company continues to pursue its goal of reaching 1 billion users. Competitors like YouTube Music are adopting similar features such as comments and shared playlists, while Apple reportedly has no immediate plans to update its AirPods Max, despite competitive offerings from rivals like Sony.