In the push to be as well-known for companies as it’s for {hardware} and software program, Apple has been beneficiant with free trials, providing a 12 months of Apple TV Plus free of charge and lengthening the provide a number of occasions. But quickly that’s altering — beginning July 1st, 2021, individuals who purchase new Apple units will solely be provided three months of free video streaming fairly than a 12 months. After the trial is over, Apple TV Plus’ $4.99 per 30 days subscription price kicks in.

Apple’s not significantly forthcoming about this alteration, however it’s listed within the high quality print on the new Apple TV 4K product web page (via The Loop’s executive editor Dave Mark) and in Apple’s official terms and conditions for the promotion. Specifically, the textual content reads:

Eligible units activated July 1, 2021 or later will qualify for presents of three months free Apple TV+, whereas these activated on June 30, 2021 or earlier will qualify for presents of 1 12 months free Apple TV+.

Shortening the free trial may very well be a sign that the corporate feels assured sufficient in its Apple TV slate that individuals will stick round, whether or not it’s for a brand new season of Ted Lasso in July or one of many greater, blockbuster TV reveals the corporate has deliberate for the remainder of the 12 months, like Invasion or Foundation. As far as Ted Lasso is anxious, Apple is clearly attempting to drum up pleasure. The firm introduced merchandise and a brand new trailer for the present’s second season on Monday.

Losing an additional 9 months of a now-pretty-solid video service may make swallowing the price of costly Apple merchandise a bit more durable. But in case you purchase and activate a tool earlier than June thirtieth, 2021, you may nonetheless benefit from the unique, longer promotion.