Apple is coming off a very strong month for its Apple TV+ streaming service, with season two of Severance emerging as a bona fide smash, and Seth Rogen’s comedy The Studio capturing the imagination of Hollywood.
But it is also coming at a precarious moment for the company at large, and the economy generally, with President Trump’s tariff plan likely to have a serious impact on Apple’s bottom line should they continue for an extended period.
With that unusual context, Apple is using the current moment to try and drive subscriptions to its Apple TV+ streaming video service, both taking advantage of the buzz, and locking in a recurring services revenue stream along the way.
The company says that beginning today it will offer three months of Apple TV+ to both new and returning customers for $2.99 per month, a discount from the $9.99 standard price, and a substantially better deal than the free 7-day trial it currently offers (Apple does give some buyers of its Macs and iPhones three free months).
Apple says the offer is valid through April 24.
Apple TV+ has generally zigged while other services have zagged, leaning into premium original shows and films, rather than franchise or library IP. It is also the last major streaming service standing that does not have an advertising tier.
And while other services like Peacock, Max and Paramount+ have leaned into major sporting events, Apple has pursued a more targeted sports strategy, inking a modest deal with Major League Baseball for Friday evening games, and an exclusive deal with Major League Soccer for that league’s games globally.
Apple as a company has made its services business, which includes Apple TV+ as well as offerings like Apple Music and Apple News, a top strategic priority. In a high-tariff world that business is likely only to become more important to the company.