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>There doesn't seem to be a discernable advantage to me as a consumer bundling all of these together versus the amount of lock in.

Branding. Spotify had a hard time getting people to streaming, and Apple Music helped pushed the world into Music Streaming Services. So together they have grown the Music Streaming Market by ~5 times since launch.

People don't want the hassle and they want to have access to content. So instead of looking for 5 different package and doing comparison, they decide to let Apple do the job for them.

Considering how much utter crap Apple Music was when launched and still getting some much needed improvement today, the quality of services might not weight as much as ease of access to majority of the iPhone user.