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APPLE MUSIC ISN’T SELLING SUBSCRIPTIONS – IT’S SELLING ‘MEMBERSHIPS’

APPLE MUSIC ISN’T SELLING SUBSCRIPTIONS – IT’S SELLING ‘MEMBERSHIPS’

AUGUST 10, 2015   BY

The music business has become used to referring to the ‘premium’ offerings of music streaming services as ‘subscriptions’.

But that’s not what Apple Music is offering customers.

In a subtle break from the norm, the Cupertino company is officially enticing would-be users to trial an Apple Music ‘membership’.

If this tactic sounds familiar – as noted by MBW very recently – that may be because it’s not dissimilar to Amazon’s approach with its Prime service.

Prime, which offers those who sign up on-demand music and film plus quick delivery of physical goods and other benefits, only sells ‘memberships’ to its shoppers.

As such, Apple has renamed its $14.99/£9.99-per-month tier as ‘single membership’ and its $14.99/£14.99 tier as ‘family membership’.

Membership

Apple last week confirmed that it had attracted 11m sign-ups to its three-month free period.

Two million of these accounts had subscribed to the family membership plan.

Apple’s Eddy Cue said the firm was “thrilled with the numbers so far”.Music Business Worldwide