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The music business has become used to referring to the ‘premium’ offerings of music streaming services as ‘subscriptions’.

But that’s not what Apple Music is offering customers.

In a subtle break from the norm, the Cupertino company is officially enticing would-be users to trial an Apple Music ‘membership’.

If this tactic sounds familiar – as noted by MBW very recently – that may be because it’s not dissimilar to Amazon’s approach with its Prime service.

Prime, which offers those who sign up on-demand music and film plus quick delivery of physical goods and other benefits, only sells ‘memberships’ to its shoppers.

As such, Apple has renamed its $14.99/£9.99-per-month tier as ‘single membership’ and its $14.99/£14.99 tier as ‘family membership’.

Apple last week confirmed that it had attracted 11m sign-ups to its three-month free period.

Two million of these accounts had subscribed to the family membership plan.

Apple’s Eddy Cue said the firm was “thrilled with the numbers so far”.

[Music Business Worldwide]