There is the slightly awkwardly-named idagio (https://www.idagio.com/), which has been doing the same kind of thing for a while.
(I'm not well placed to compare them, since I let my own idagio subscription lapse a couple of years ago due to lack of income, I never tried Primephonic before Apple bought it, and I don't have an iPhone so can't try the Apple service... aside from all that, I'm right in the target market!)
(I'm not well placed to compare them, since I let my own idagio subscription lapse a couple of years ago due to lack of income, I never tried Primephonic before Apple bought it, and I don't have an iPhone so can't try the Apple service... aside from all that, I'm right in the target market!)