Apple has revealed that 11 million customers have signed up to the three-month Apple Music trial.
It's been a little over a month since Apple finally rolled out its response to Spotify and other subscription music-streaming services.
Since then, many have been curious to find out precisely how well the Apple Music service is doing. Apple senior vice president Eddy Cue has the answer.
The iTunes chief has told USA Today in an interview that Apple Music has attracted 11 million trial members to date.
"We're thrilled with the numbers so far," he said. The very fact that the company is willing to spill such precise figures is a testament to that – Apple is renowned for being vague when its numbers aren't too hot.
Perhaps more tellingly, two million of that number have signed up to the family plan, which allows six family members to share a single account at a heavy discount.
The big test for the company will be how many of the rest of those 11 million sign up for the standard £9.99 Apple Music service once the free trial period is over.
Back in June, Spotify announced that it had 20 million paying subscribers, so Apple will be hoping that a large proportion of Apple Music trialists take the plunge.
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Yesterday it was reported that Apple had the potential to launch another five Beats radio stations, which could be one other way to reduce that subscriber gap.
Apple will also need to polish and improve the basic service if it's to truly go head to head with its great streaming rival. There have been reports of bugs and issues with the service since release, including duplicate playlists and track mislabeling.
Regarding such issues, Cue had this to say: "We're aware that some users have experienced issues, and we hate letting them down. We're releasing updates as fast as we can to address those issues."
Find out what we want to see from Apple's next phone in the following video: