Apple Music Claims 11M Trial Users

One month after unveiling its new streaming music service, Apple has locked in 11 million trial members, company executives tell USA TODAY.

"We're thrilled with the numbers so far," says Eddy Cue, Apple's senior vice president of Internet software and services, adding that of that sum 2 million have opted for the more lucrative family plan at $14.99 a month for up to six people.

Apple Music, which launched June 30, costs $9.99 a month for individual access to 30 million songs as well as human-curation playlists and a live radio station. There is an initial free-trial period of three months. Assuming all the trial memberships are converted into paying customers come October, Apple would already boast half the paid memberships of reigning streaming champ Spotify, which launched nearly a decade ago.

Apple Music has gotten favorable reviews from the tech-set, with most of the criticisms anchored not to content but functionality.

Eddy Cue, Jerry Iovine (ReCode photo)

"What we're about it's just tech and a utility, we are all about entertainment, being fluid," says longtime record producer Jimmy Iovine, who became an Apple employee when the Cupertino company purchased Beats Electronics, founded by Iovine and rapper Dr. Dre, for $3 billion last year.

Iovine says the new service still faces challenges. "There's still the issue of winning over millennials, who never pay for music, by showing them you're offering something that will improve their lives. And finally, there are people out there who i think understand its value, but we still have to go out and get them."