Apple Music is developing a free, ad-supported listening tier that would let users stream music without a paid subscription, according to a report by Android Police.
The move would bring Apple’s streaming service in line with rivals that already offer no-cost entry points to attract users before converting them to paid plans.
How the Freemium Model Works
Freemium streaming — a hybrid of free and premium access — gives listeners a limited, ad-interrupted experience at no cost, while pushing them toward paid tiers that remove ads and unlock full features.
Spotify pioneered the model at scale and currently leads the global music streaming market with over 675 million monthly active users, roughly half of whom use the free tier.
YouTube Music also offers a free, ad-supported tier, making it one of the few direct Apple Music competitors to do so.
Apple Music’s Paid-Only Problem
Apple Music has operated as a subscription-only service since its 2015 launch, currently charging $10.99 per month for an individual plan in the United States.
That structure has kept it behind Spotify in total user count. Apple Music has not publicly disclosed its subscriber figures since 2019, when it reported 60 million subscribers.
Spotify, by contrast, reported 263 million paid subscribers as of the third quarter of 2024.
A free tier could help Apple close that gap by lowering the barrier to entry — particularly in price-sensitive markets where monthly subscription costs deter sign-ups.
What Apple Has Not Said
Apple has not confirmed any plans for a free tier. The company has not commented publicly on the report.
Any ad-supported tier would also mark a significant shift in Apple’s broader services strategy, which has historically emphasized premium, paid experiences across Apple TV+, Apple Arcade, and iCloud.
Still, Apple has shown flexibility elsewhere. The company bundles Apple Music inside Apple One, its subscription bundle, and offers a Free Trial period to new subscribers.
