According to reports in the Financial Times, Apple Music has officially passed the 10 million subscribers mark — showing some big growth and an approximately 50 percent increase from the 6.5 million paid subscribers CEO Tim Cook was touting during the firm's last earnings report in October.
The service offers a three-month free trial period since its June launch on iOS (Apple Music for Android launched in November), and those who have gone past that period are now paying about $10 a month.
Similar in concept and price point to Spotify, Apple's later to the market product now must catch its 20 million paid subscribers. Pandora has more than 78 million active users, but only 3.9 million consumers who are using the paid version of the service.
Apple has offered no official confirmation on these numbers, as per usual.