Apple has launched a limited-time Apple Music deal, offering new subscribers six months for just $2.99. The promotion runs through February 27, marking a steep discount from the standard $10.99 monthly rate.
The move comes as Apple Music sponsors the Super Bowl LIX Halftime Show featuring Kendrick Lamar on February 9 at the Caesars Superdome in New Orleans. Apple says the offer applies to “eligible new subscribers” and is not available for those eligible for a three-month free trial.
Apple’s strategy aligns with shifts in the streaming industry. Amazon Music and Spotify recently raised their subscription prices, with Spotify’s US Premium rate increasing to $11.99 in mid-2024. Today (February 4), Spotify reported its first full year of operating profit, driven by subscriber growth and price adjustments.
Apple Music’s offer ties into its broader Super Bowl LIX marketing push. The NFL secured a multi-year deal with Apple Music as the official Halftime Show sponsor in 2022. This year, Apple Music is promoting Kendrick Lamar’s performance, following his wins at the 67th Annual Grammy Awards for Not Like Us.
Lamar’s latest album, GNX, topped charts in 129 countries, and Not Like Us was Apple Music’s most-streamed song worldwide in 2024. Apple has also launched exclusive Super Bowl content, including curated playlists and over 100 hours of Apple Music Radio programming.
On February 6, Lamar will join Apple Music’s Super Bowl LIX Halftime Show press conference with radio hosts Ebro Darden and Nadeska Alexis. Apple Music’s global head of content, Rachel Newman, praised Lamar, calling him “an artist’s artist—authentic to his core.”
Subscribers can access the $2.99 Apple Music deal via the Home tab on eligible devices. After six months, the plan renews at $10.99 unless canceled.
