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As free trials expire, Apple’s TV service will be put to the ultimate test.

Apple TV+, the company’s streaming video service, is ready to lose its training wheels.

Apple TV+ has a monthly fee of $4.99. It’s also available in subscriptions dubbed Apple One, which start at $14.95 a month and include other Apple services like Music and iCloud. However, many subscribers do not pay.

To get the service off the ground, Apple gave out a large number of Apple TV+ subscriptions. Anyone who purchased an Apple product received one year of Apple TV+ for free starting in September 2019. Apple extended the offer twice during the pandemic for people whose trial periods were set to expire.

According to survey data provided in January by MoffettNathanson, the bulk of Apple TV+ subscribers are still on the promotional deal, with 62% of existing subscribers getting Apple TV+ through a promotional package.

Will the millions of customers who are currently on a free trial ultimately end up paying $5 per month or purchasing an Apple bundle because they can’t live without Apple’s shows? Will they postpone or cancel?

Others may simply forget they were involved in the case and fail to notice the additional charges?

Apple does not release official Apple TV+ subscription numbers, but according to a recent study, Apple TV+ only had a 3% market share in the US last quarter, Netflix still in first position.

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