Achievements

Family Upgrade Journey

Apple Music launched its first campaign encouraging eligible individual Music subscribers to upgrade to a Family Plan. 

The initial test targets the head of household in families with two or more members where no other members are Music subscribers. 

This test will launch in five markets, with plans to expand to additional cohorts and markets in the coming months.

iCloud Cross-Sell Offer Journey Rerun

Apple Music launched a backfill journey reminding iCloud+ subscribers in eligible markets to redeem their 3-month Apple Music trial. This campaign targets users who exited the previous journey more than 45 days ago, ensuring they know the offer is still available.

Storefronts: WORLDWIDE.

A new offer launched targeting iCloud+ Subscribers with a three month Music trial for customers in 142 emerging markets. 

This offer will run as a one-year pilot and is targeted to all iCloud+ plan owners who are new to Apple Music. iCloud+ subscribers must be on iOS 16+, iPadOS 16+ or macOS 13+ to redeem. 

A full customer journey including Music app badging, push notifications, full sheet and email was sent to all eligible customers at launch, and is also being triggered for new eligible customers throughout the year. 

Early performance data among the initial journey cohort Oct 3 - Oct 9 shows a +95% lift in D7 signup rate among existing iCloud+ plan owners and a +87% lift in D7 signup rate among new iCloud+ plan owners, equating to 63.4K incremental signups.

Music Summer Pulsed Offer

Apple Music launched a new configurable offer in 40 countries, providing our customers an extended trial offer for a limited time. 

This 3 months free offer will run until Sep 23 and is available for new subscribers to the individual plan. 

The campaign creative showcases Apple Music’s brand identity that will run both on and off platform including in-app placements, journey communications, email, .com updates, paid media support, and an offer landing page. 

Storefronts:  US, CN, JP, GB, FR, KR, IN, DE, CA, MX, TR, BR, IT, ID, TH, AU, ES, PH, ZA, TW, CZ, SA, VN, MY, CL, PL, HK, NL, CO, NZ, CH, AE, AT, BE, PE, IE, SG, SE, DK, NO.

Discovery Station Global Full Sheet Launch

Apple Music launched a full sheet A/B test to encourage listening to the personalized Discovery Station. 

The full sheet was delivered to those who hadn't yet listened to the station since its August launch. 

The treatment cohort saw a +1,300% lift in both the Discovery Station listen rate and repeat listen rate, equating to an incremental 1.4M and 1M listeners, respectively. 

Of the users who entered the Music app, 91% have impressed the Discovery Station full sheet; of these, 10.6% have tapped the ‘Start Listening’ CTA. 

There was no significant difference between the two copy variants. 

Storefronts: WORLDWIDE

Transition from UNiDAYS to SheerID

Apple Music launched the final phase transition from UNiDAYS to SheerID with the Plan Select full sheet launching in 16 storefronts (including US and JP) 

This leverages existing Plan Select full sheet with updated messaging to help power the new student verification flows with SheerID.  

Storefronts: AR, BR, BE, CA, CL, CO, ID, IL, JP, SA, SG, CH, AE, US, UK  

Holiday Configurable Offer

A new Configurable Offer for Apple Music launched in 40 countries, providing customers an extended trial offer for a limited time. 

This 3-month free offer will run until January 8th (4 weeks in total) and is available for new subscribers when joining the individual plan. 

The campaign creative celebrates the holiday season and will be featured both on and off platform. Managing in-app placements, a customer journey (badge, push, banner, full sheet), and email for this campaign. 

Storefronts: US, CN, JP, UK, FR, KR, IN, DE, CA, MX, TR, BR, IT, ID, TH, AU, ES, PH, ZA, TW, SA, VN, MY, CL, PL, HK, NL, CO, NZ, CH, AE, AT, BE, PE, IE, SG, SE, DK, NO, CZ

Music HWB iPhone Device Art Full Sheet Creative Test

The Hardware (HWB) iPhone Device Art Full Sheet Creative Test reduced from 4 variants to 2 variants against control. 

The test originally launched on Jul 26 2023 in 12 iPhone HWB eligible storefronts to determine if showcasing iPhone imagery with different UI would create a stronger connection to user eligibility and offer versus Control (Red Word Mark).  

Storefronts Included: JP, DE, KR, HK, FR, TW, IT, AU, MX, NL, NZ, CN. 

China additionally launched as an AOJ — with an alternative set of Album Art UI creatives given the different catalogue of music available — to help pilot and unlock AOJ capabilities for Music HWB Full Sheets. 

Apple Music Hardware Offer Update - Month 1 Results

The updated Music Hardware Offer journey launched worldwide with these changes: 3-month trial length, expanded storefront eligibility for iPhone, and additional eligibility for iPad, Mac, Apple Watch, and Apple TV. Winback eligibility was also extended from 36+ months to 12+ months for churned users. 

Since launch, total HWO signups increased by 40%, with a 3.5% overall redemption rate. The Mercury journey saw a 119% incremental lift compared to the holdout, resulting in 345K additional redemptions, accounting for 42% of total HWO signups.

Apple Music Hardware Offer Update

Apple Music updated the hardware offer journey worldwide, its largest offer and FY25 sign-up initiative. The new offer has a three-month trial and expands eligibility for iPhone, iPad, Mac, Apple Watch, and Apple TV. 

Winback eligibility expanded from 36+ to 12+ months churned users, and applies to the Apple Music individual tier only. 

This update also maintains parity with the existing 93-day journey across all channels (Badge, Full Sheets, Push Notifications, Follow Up Kit, Email, Prox Card, and In-App Upsells) and incorporates all enhancements made since the original launch, including copy, creative, and cadence optimizations.

Music Pending Disconnect AR Off Save Journey - Phase 5 

Apple Music launched a test of the Auto-Renew (AR) Off journey targeting paid subscribers who have turned off auto-renewal to help mitigate voluntary churn. Cohorts were created based on their remaining subscription days: subscribers with more than seven days remaining exhibited a +49% lift (2.5K incremental) in D7 AR-on rate versus holdout and a +37% lift (453 incremental) in cross-grade rate, whereas those with less than seven days showed no significant lift in D7 AR-on rate versus holdout.  

However, in a full sheet copy test with five variants, the control had the highest AR-on rate, likely due to the direct “Renew Subscription” CTA copy. 

In total, the four variants resulted in a +77% lift (346 incremental) in cross-grade rate likely due to the CTA “Compare Plans” copy.

49 completed projects and counting more!

926K ↓2% W/W     42.9M ↑12% Y/Y

Hardware Bundle iOS Expansion

Apple Music expanded its Music hardware offer to 73M users with existing iPhones in key growth markets like India, Colombia, Vietnam, Indonesia, Malaysia, and the Philippines. The offer, which includes recent enhancements such as refreshed pushes, is expected to drive up to 2.4M signups. 

Eligible users will enter the existing Hardware Offer journey and have 93 days to redeem the offer.