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Is there a mass exodus of users from Apple Music? Apple hits back, says no

Apple has been forced to refute claims that the Apple Music launch has been far from successful.

The reaction followed a study on music industry analysis website MusicWatch, which claimed that only 11 percent of iOS users were currently using Apple Music.

The idea that only one in ten are using the music streaming service is followed by claims that out of those that have tried it, 48 percent report they have since stopped.

In response, Apple submitted a statement to The Verge denying that they’ve only retained half of those users that have tried the service, stating that 79 percent are still using it.

The study also says that while almost two-thirds (64 percent) say they were extremely or very likely to pay to subscribe to Apple Music after the free trial, as many of 61 percent have actually already turned off the auto-renewal option that is automatically setup to charge the user for a Music subscription following the three-month free trial.

iTunes Usage

As The Verge points out, the 11 percent figure may seem lower than it is – it’s around the same level as usage levels for iTunes purchases by iOS users. However, MusicWatch notes that the numbers could be higher, and that the market was already relatively saturated. “That’s the disadvantage of not being the first mover in a market where very good services currently exist,” said Russ Crupnick, managing partner of MusicWatch.

However, there are some more positive, intriguing figures elsewhere. The study shows Apple has had some success with appealing to users of other streaming services – 28 percent of Spotify Premium subscribers also use Apple Music – though how many will remain after the free trial is yet to be seen. Furthermore, figures for users on Spotify’s free-tier that also use Apple Music aren’t quite as pleasing.

“Could come back”

He went on to elaborate on these comments in an interview with Engadget: “It’s a new way to go to market in terms of the free trial. I don’t think these results are necessarily a reflection of the quality of the service.” He also talked about those users that have stopped using Apple Music, saying: “that doesn’t mean they never will. Some of those folks could come back or they may just be more casual users.”

The website’s study was based on a survey of 5,000 US consumers.