Apple’s streaming service has been deemed a “success” by industry analysts, as early adopters approach the end of the three-month trial period.

The New York Post cites industry sources that say Apple Music has racked up 15 million users in the first three months of its release - an increase from the 11 million reported by Apple after the first month. Apple Music executives are said to have predicted similar numbers, realising that a slow first-quarter would be likely.

It’s also predicted that around half of users have not turned off the auto-pay feature, meaning they’ll be signed up to pay for the service when the trial period ends for the first subscribers on 30th September.

Whether this is due to people wanting to use Apple Music or simply not realising they're signed up to pay, remains to be seen. The real test will perhaps be how many paying subscribers Apple Music has in a month or so.

MORE: Apple Music review

However, if all 7.5 million subscribers do indeed choose to keep paying, it would mean Apple would have more than a third of the number of Spotify’s 20 million paying subscribers. 

Spotify launched eight years ago, making Apple’s achievement no mean feat - though the integrated nature of Apple Music on iOS devices makes the comparison something of an uneven playing field.

Daniel Ek, CEO of Spotify, has been bullish about his company's performance in recent weeks, insisting Spotify has added customers since the launch of Apple Music.

With the iPhone 6S and iPhone 6S Plus in shops from Friday, complete with Apple Music preinstalled as part of iOS 9, subscriber numbers could get another boost. Whether Apple releases Apple Music user numbers any time soon, remains to be seen.

MORE: 28 Apple Music tips, tricks and features

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Trefor Patten's picture

Apple music 'success'

Dog bites man - not news. Man bites dog - news. Of course the industry deems it a success. Apple is a large part of 'the industry'.

AlbaBrown's picture

Apple and Spotify both claiming success

Apple and Spotify proudly claiming they are both gaining subscribers for their sub-quality services is like me saying that I've trapped more village idiots by throwing copper coins down a well.

Frank Harvey's picture


The real news is that 50% of the initial subscribers aren't willing to pay to continue their subscription. Why?

I'm not convinced that paying these companies £12,000 over a period of 50 years for the privilege of listening to music you don't own is really a wise idea. It's like renting a house instead of buying one - yes, it might suit some peoples circumstances, but you've got nothing at the end of it. We're moving towards a world where we don't own anything other than the clothes on our backs, with fat cat companies getting richer as their charges increase and their overheads reduce due to not having to produce anything physical.

hifiman2008's picture

Streaming is brilliant for me

Streaming is brilliant for me. I use Spotify. £120 a year and I get unlimited access via my onkyo amp or Mobile phone.anywhere in the world really for the price of 1 CD a month. I can download over 3000 tracks. How can this not be a great deal. I racked up a huge collectionof CD's. Many are worthless. Many I hardly listen to. Streaming music is like watching TV. Why buy the box set when I can get it on TV. As for apples results. They know that's terrible considering the built-in customer base they had on launch. If I phone ever fails they have no other successful products to fall back on

KevH's picture

Apple Music vs Spotify vs Tidal

I have signed up to all 3 services, and I have found that Apple Music's is well integrated into iTunes, which is the best music library program on the market. The ability to have playlists of albums or create automated playlists based on a myriad of attributes, like bit rate or date added, makes it the music database of choice. However the mobile app, where you would expect Apple to decimate the competition, is buggy and counter-intuitive. But the biggest problem is sound quality, it has a bright artificial quality to the sound, which makes me believe the sound has been "tweaked" to make up for the poor bandwidth. Tidal manages to sound far superior to Apple music, even in "low-fi" mode, and it's not a hair shirt option either, offering a slick interface and good library.