Ever since Apple Music launched, its onboarding process has been the same all over the world: a free, three-month trial before people have to decide whether to start paying for a subscription.

There are now signs that this policy may be changing, albeit only in a handful of countries for now. In Australia, Spain and Switzerland, new signups to Apple Music are now being offered three months for the equivalent of $0.99 – matching Spotify’s recurring premium promotion.

At the time of writing, Apple has not commented publicly on the move, including whether it will expand to its other countries around the world.

The free trial has been important in Apple Music’s surge to well over 20 million paying subscribers – we’re expecting a major new milestone to be announced in early June at its WWDC event – but if any company is well-placed to convince people to stump up a micropayment, it’s Apple with its collection of iTunes accounts and iOS in-app purchase customers.

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Music Ally's Head of Insight

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