Since going live in 2015, Apple Music has offered one of the most generous free trial periods in the streaming industry. As a first-time subscriber, you can use the platform to listen to music for free for up to three months before the company asks you to start paying. This is no longer the case.
In a change spotted by Japanese blog Mac Otakara and later reported by MacRumors, Apple is now offering a shorter one-month free trial in many countries where the service is available, including the US, Australia, Canada, the United Kingdom and Japan. You can already see the change reflected on the Apple Music website. “One month free, then $9.99 per month,” the US portal says when you visit.
For now, Apple Music pricing remains the same, with the $5 per month voice plan being the most affordable way to access the platform’s library of tracks. The change broadly aligns Apple with rivals like Spotify, which, aside from promotions, typically offer one-month free trials to new subscribers.
While we’ll probably never know Apple’s official reason for shortening the trial, chances are the decision comes down to simple economic considerations.
When the company first launched Apple Music, it didn’t pay royalties for tracks users streamed during their free trial period. Apple later changed this policy after Taylor Swift published a letter criticizing the company. By shortening the trial period, the business can more quickly recoup the costs of attracting new subscribers to the platform.