Photo by Chris Welch / The Verge

In the push to be as well-known for services as it is for hardware and software, Apple has been generous with free trials, offering a year of Apple TV Plus for free and extending the offer multiple times. But soon that’s changing — starting July 1st, 2021, people who buy new Apple devices will only be offered three months of free video streaming rather than a year. After the trial is over, Apple TV Plus’ $4.99 per month subscription cost kicks in.

Apple’s not particularly forthcoming about this change, but it is listed in the fine print on the new Apple TV 4K product page (via The Loop’s executive editor Dave Mark) and in Apple’s official terms and conditions for the promotion. Specifically, the text reads:

Eligible devices activated…

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