Is Apple Music Wrapping Arms Around a Free Tier?
Daniel Cañibano
Toggle Dark Mode
New code found in a developer beta of the Apple Music Android app is hinting that Apple may soon offer different subscription tiers for the service, with specific strings that point to the possibility of a lower-cost or even a free ad-supported version to rival Spotify.
On Friday, Aaron Perris shared two code strings he’d found in the Apple Music for Android beta hinting at the need for “Premium access” for certain features, at least one of which could be unlimited skips.
The two specific messages say “Premium access required” and “Can’t skip any more tracks.” While there don’t appear to be any more clues as to what else might require a “premium” Apple Music plan, the skip limit strongly suggests a lower tier could be in the works.
Whether that will simply be an “Apple Music Lite” subscription or an ad-supported free plan is anyone’s guess at this point. It’s also impossible to rule out this being related to some ancillary Apple Music service, such as radio stations, but that doesn’t seem to fit into the way that’s designed right now, which means it would also need to be part of a larger overhaul of the service.
Ad-supported services have been mostly anathema to Apple. Although the company offers search ads on the App Store — and will soon be bringing those to Apple Maps — that still feels fundamentally different than placing ads within one of its paid services.
Although Apple Music executives have long claimed the service won’t offer a free tier, we’ve learned to never say “never” when it comes to Apple. After all, Steve Jobs famously dismissed the idea of a video iPod — until he actually introduced one — and there’s every indication Apple will soon break another one of its longstanding design philosophies with a touchscreen MacBook.
However, they’ve also voiced practical concerns with an ad-supported model. Elena Segal, Apple’s Global Senior Director of Music Publishing, once said that she doesn’t believe it “can generate enough revenue to support a healthy overall ecosystem” — something that seems to be borne out by artist royalty payments — while adding that “it would also really go against our fundamental values on privacy.” In April, Apple Music VP Oliver Schusser told Billboard how he feels that ad-supported plans devalue music.
I think it’s not the right thing for songwriters and artists to just say, you know what, we’re going to give this away for free — especially with the very little monetization that artists and songwriters are going to get in return.
Oliver Schusser, Apple’s vice president of Music, Sports, Apple TV, and Beats
The flip side is that Apple might be considering a free version of Apple Music that’s not supported by ads. That would certainly be a bold move, but it would also be a pricey one for the company, since it still has to pay for the music it streams. Still, the company has shown it’s not afraid to lose money on its services — and it certainly has the cash to burn.
This could also be geared to an extended free trial. Apple Music currently offers 30-day trials for new users, with more months tacked on if you buy an Apple product. While these are fully functional trials — and likely to remain so — it wouldn’t be too hard to imagine Apple providing extended six-month trials with additional restrictions, giving users a taste of the service but ultimately pushing them to sign up for a paid plan in the end.
Still, the problem with this theory is that it doesn’t explain the use of the word “Premium” in this context, which almost certainly represents a higher tier. Spotify long used “Premium” to refer solely to its single paid tier, although it’s since introduced a lower “Basic” plan that excludes audiobooks.
If anything, it’s more likely that Apple is considering a more affordable Apple Music plan for the masses. The company already offers a full-featured student plan for $5.99 per month, and it also dabbled with a $4.99 Apple Music Voice Plan between 2021 and 2023. A “Lite” or “Basic” plan that offers limited features at a lower price could be a new way of attracting more casual subscribers.
While the code references don’t provide any hints as to when this feature may arrive, it’s somewhat conspicuous that these are popping up with Apple’s Worldwide Developers Conference (WWDC) just around the corner, so it’s possible we’ll hear more about this during Apple’s big keynote next Monday.
