Apple Music disabled by half of users, according to MusicWatch

The new Apple Music service might not be winning over its users. This, in a nutshell, could be the conclusion drawn from a study conducted by MusicWatch in the United States.
A survey was conducted on a sample of 5,000 Americans subscribed to Apple Music.
According to the users interviewed, about half of them – precisely 48% – have already deactivated the music streaming service provided by Apple.
Deactivation reportedly occurred before the end of the free trial period offered by Apple, to avoid paying the subscription fee required to continue using Apple Music. It’s worth remembering that the trial period granted to everyone will expire on September 30th, but, according to the research results released by the MusicWatch staff, almost half of the users decided not to wait until that date and ended their experience already.
However, the same survey highlights an interesting aspect favorable to the Cupertino company: 64% of those who are currently still using Apple Music say they are satisfied and therefore encouraged to continue using the platform in the future.
A good result, considering – more generally – that 40% of iOS users are accustomed to purchasing singles, albums, and paid media content on iTunes.
Considering these numbers, a satisfactory market for the new Apple Music project can still be assumed.
Russ Crupnick, managing partner at MusicWatch, in presenting the data, offered his interpretation of the deactivation phenomenon experienced by Apple Music users.
It’s not the service itself that disappoints or lacks potential; the hypothesis is that Apple arrived at a time when such services were – and still are – excellently offered by other players.

Among them, one only needs to think of Spotify, which has definitely revolutionized this sector, carving out an absolutely primary role in the global market.
At the time of writing, Apple has not released any statements regarding the numbers and outcomes of this study by MusicWatch: there are no official denials or acknowledgments.
Likely, the first conclusions can only be drawn after September 30th, at the end of the free trial period gifted by Apple to subscribers.