Apple is devising new strategies to capture a bigger share of the music streaming market.
The company announced that it will be launching a new student subscription plan in seven countries, namely Australia, New Zealand, Denmark, Ireland, Germany, United Kingdom and the United States.
Since Apple released Apple Music in June 2015, it has offered two membership plans – a standard subscription that costs $9.99 per month and a family plan (for up to six people) which costs $14.99 per month.
The third and latest subscription option, Apple Music's Student Membership, now offers individual subscribers 50 percent off the deal. Those who are enrolled in eligible universities can sign up to Apple Music and pay just $4.99, half the normal price of $9.99. Additionally, Apple is offering a three-month free trial of the standard package if you sign up for the student plan today. Current student members also have the option to switch their current Apple Music subscription plan to Student Membership and save $5 monthly.
As of March 2016, Statista reported that Spotify is leading the music streaming market with more than 30 million paid subscribers worldwide. Apple Music, on the other hand, has reached its 13 million mark in April, a 2 million increase in paid customers since February.
Apple is not stopping there. The company is eager to get a bigger slice of the pie by offering more competitive subscription rates. Apple Music's Family plan, which allows up to six simultaneous users, costs $14.99, trumping Spotify's offer by far.
To keep its customers from jumping ship, Spotify also announced a 50 percent discount for its student subscribers in three countries, the U.S., Germany and the UK. Subscribers can enjoy the student deal for a maximum of 12 months before the rates switch back to the standard $9.99 monthly rate.
Apple, however, managed to top Spotify's offering by extending Apple Music's Student Membership deal up to four years, matching the target consumers' average length of college enrollment.
The Student Membership promotion is being run by UNiDAYS, a free online system that provides students an incredible variety of discounts from electronics, food, fashion, accessories and more.
Apple Music's Student Membership Plan is now live in Australia (A$5.99) and New Zealand (NZD $6.49) while the rest of the countries – U.S. ($4.99), UK (£4.99), Denmark (kr49), Ireland (€4.99) and Germany (€4.99) – are expected to follow later today.
