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Apple Music has surpassed Spotify Technology SA in paid U.S. subscriptions, according to people familiar with the matter, in a shift that escalates the music rivals’ contest for listeners world-wide. Apple Inc.’s streaming-music service has been adding subscribers in the world’s biggest music market more rapidly than its Swedish rival—a monthly growth rate of about 2.6% to 3%, compared with 1.5% to 2% for Spotify—the people said.