London - Apple wants us to know its music streaming service is a success, and has put out some juicy numbers to back it up.
The tech giant says it has secured 15 million subscribers, 6.5 million of whom actually paid fees, with the remainder still in the free-trial period. This is impressive, given that it is only three weeks since the first tranche of users came off their free tasters. Based on Apple saying 11m people had signed up for the trial in August, the conversion rate is nearly 60 per cent.
Assuming that holds good for the remaining 8.5 million on trials at the moment, the company could soon have 11.5 million paying customers generating annual revenues approaching $1.5bn (£1bn). If, that is, they stick with it.
Not all of them will. There are reasons to be sceptical about even the 6.5 million paying punters, as some of them may simply have forgotten to cancel and may choose to do so once the subscription fee coming out of their accounts serves as a reminder.
But there should also be a steady flow of new additions to the subscriber base. Paid-for streaming does seem to be catching on, and Apple Music is embedded in the eco-system of Apple's devices and of iTunes. It assails users every time they open the app just as Amazon assails its customers with its Prime service every time they buy something.