On 10 January, Apple said it had more than 10 million paying subscribers to its Apple Music service.

Just over a month later, that number has risen to 11 million. Apple exec Eddy Cue announced the new milestone during an appearance on the podcast of US tech blogger John Gruber.

The interview also saw Cue talk about Apple’s decision to make Apple Music part of the iTunes software on the desktop, rather than building it “all in the cloud”.

iTunes has come in for plenty of criticism in recent times, but Cue promised “we’ve got a new refresh, with the new version of OS X coming out next month, that makes it even easier to use in the music space”.

Even so, it’s the rapid growth in subscribers for a service whose free tier is extremely limited that will make waves within the industry – especially at a time when rival Spotify is negotiating its next set of licensing deals.

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