Apple extending TV+ trials to February 2021

Apple is offering at least some Apple TV+ users on their first free year an extensive to the premium service.

Previously this year, the company started offering select content for free during the first wave of the pandemic — so this could be a move to provide that same type of opportunity again.

Then again, it could also be a sign that subscriber numbers, which does not release, haven’t hit targets and the company is hoping to rope viewers in with the newer original content that has been added over the past year.

Customers who bought select Apple devices during select times in 2019 were offered a free year of the service — and most of those who jumped on the offer right away will be up for renewal at the end of October 2020 (though this depends on when the trial was activated).

At this point, multiple Apple TV+ subscribers have reported receiving emails from Apple extending the free trail until February 2021.

“We’re giving you extra time to discover the latest Apple Originals and catch up on shows returning for a second season. You don’t have to do anything — just keep watching for free until February 2021,” reads the emails obtained by MixDex.

The message goes on to say “It’s been an incredible debut year. Audiences are loving the Emmy Award winner The Morning Show, the blockbuster WWII thriller Greyhound, the heartwarming comedy Ted Lasso, and so much more. Be on the lookout for new premieres, hit movies like On the Rocks, the eye-opening docuseries Tiny World, and Season 2 of Servant, For All Mankind, and Peabody winner Dickinson.”

It’s not immediately clear if all users are getting the same extension.

Cynics could also view this as a sneaky way for customers to “forget” the new renewal date (which, according to the email, has not been posted to Apple accounts yet) and perhaps keep paying the $4.99 monthly fee.

Savvy consumers, however, will add a reminder in their calendars to cancel a few days before the expiration date once it becomes available.

It’s also worth noting that Apple plans to launch something “this fall,” which will bundle Apple TV+ with other premium services such as Apple Music, Apple Arcade and upgrade iCloud storage.

The lowest tier will sell for $14.95 a month for a single person and included Apple TV+ (in fact, all Apple One plans include TV+).

What this means is that users who see value in the One service will essentially start paying for TV+ and the other services, albeit at a slightly discounted rate, whenever Apple gets around to launching the service.

Expanding the initial free trial to February 2021 also gives users a chance to keep enjoying the service until the “coming fall 2020” date is finally announced and hits — plus give users some extra time to keep using TV+ while also potentially marketing Apple One to them and hopefully getting them to sign up for that and thus continuing to be a TV+ subscriber.