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Not sure if it's coincidental, I was offered two weeks back to try Apple Music again with one free month. I tried out when it was first launch and never subscribe to it. So my trial must have helped out with a +1 in the number.

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But it says it's "paid members" so how did your trial helped exactly?

That will depend on the definition of paid wouldn't it? It could just mean "we have 38M credit cards" we can bill.

I mean if they include people who didn't actually pay in the category of "paid" members, that would be a lie, no matter how you look at it.

There is no such ambiguity in the definition of "paid". Cue separately disclosed the trial users (8M) from the paid ones.[1] So there are actually 46M Apple Music users.

[1] https://www.reuters.com/article/us-apple-music/apple-music-h...

Not that it matters, but I wonder how many people tried the trial and forgot to cancel their subscription. I had went running back to Spotify before my trial period had ended, but didn't remember to cancel my subscription until about six months later.

ever wonder why recurring subscriptions are the default Saas payment method? this is why

How did you manage that? Apple mails me an invoice every month.

Which is more than I can say about quite a few subscription services (looking at you, lynda.com).

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