A banner ad recently posted to Apple's website suggests the company might soon change Apple Music's free trial period from a generous three months down to one for new users.
The ad, which anchors the on Apple's Online Store, contains text referencing a new one-month Apple Music tryout term.
"Millions of songs. One month on us," the ad reads.
Clicking on the graphic directs users to an iTunes webpage that reiterates the one-month term, including a dedicated initiation button that reads, "Get 1 Month Free." Links in iTunes also direct to the one-month offer, though some ads on social media platforms and others strewn across the internet either directly reference Apple Music's longstanding three-month trial or point to an iTunes page that echoes the legacy three-month, no-commitment offer.
While not confirmed, the policy change could be rolling out by region, as some users are no longer capable of signing up for a three-month trial. Others, however, still have access to the original offer through both iTunes and the Music app on iOS.
MacRumors reported on the banner ad .
The updated terms mark the first change to Apple's streaming music subscription structure since the service launched in 2015. Designed to draw in new users, the three-month, no-obligation trial was among the most generous from the world's major streaming services. By contrast, Spotify presents new users a 30-day free trial to its premium tier, while Pandora provides similar incentives for its for-pay product.
Over the past two years, however, Apple Music has quickly cemented its status as a leading streaming provider. According to Apple's most recent numbers released in June, Apple Music boasts 60 million paying subscribers. A far cry from Spotify's 100 million subscriber count, Apple Music is growing more rapidly than its competing market leader and is in control of key countries like the U.S.