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Only 11% Have Quit Apple Music's Free Trial, Apple Says Proudly

Ignore that other report.

How many people are actually using Apple Music? Depends on who you believe.

According to Apple, a full 79 percent of people who signed up for Apple Music are still using the streaming music service. Remember: Apple said a few weeks ago that 11 million people had signed up for Apple Music.

Apple released its own internal statistics in response to a widely circulated report from a research firm named MusicWatch, which claimed this morning that only 11 percent of iOS users are using Apple Music. The firm also claimed that 48 percent of people who tried Apple Music are no longer using the service, prompting a swatch of doom-and-gloom coverage in the tech blogosphere.

Apple Music launched on June 30 with a three-month free trial that automatically renews by default. Following the conclusion of the trial, an individual subscription costs $9.99 per month. Apple has used a number of tactics to attract subscribers, including exclusive music—Dr. Dre's latest album was exclusively available on Apple Music and iTunes for two weeks, for example—and a heavy emphasis on human curation.