It's easy to see what these major players are banking on for the future of the streaming market. While Spotify seems to be focusing on technology like hardware and voice control, Apple appears to want to focus on the artists and music business itself. As Rolling Stone notes, a publishing division could help the company make better music licensing deals, or it could just start signing artists -- and offering them development deals -- on its own. Either way, Apple's new focus on the publishing side of things is a clear sign of how the company wants to continue influencing the music world.