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According to a new report Wednesday, Apple is mulling keeping its free Apple TV+ access offer after November, when first trial accounts are set to expire, but with a reduced period of time.

Mark Gurman, writing for Bloomberg:

Apple launched Apple TV+ last year for $4.99 per month, but many customers are still on a free year of service that comes with the purchase of an Apple product. The first trial accounts will expire just weeks after the next iPhones are set to debut in October. The company is considering keeping a free access offer to lure new subscribers but with a reduced period of time.

Gurman mentions this as a side-note because the report actually focuses on augmented reality (AR)-based content that’s ostensibly coming to Apple TV+ next year ahead of an Apple AR headset debut in 2022.

TUTORIAL: How to get free access to Apple TV+

Apple is allegedly working on multiple services bundles for October launch alongside the next iPhone. In addition, the $9.99 CBS All Access + Showtime bundle on Apple TV+ launched last week, the company’s first programming bundle on Apple TV+.

As you can see for yourself, Apple isn’t resting on its laurels. Quite the contrary, the company’s management continues to evolve the Services story with new offerings and features. And in the TV space, Apple’s recent moves appear designed to attract and retain subscribers.

Don’t make mistake about it, Apple should do everything in its power to increase the value proposition for Apple TV+ because, currently, it’s not very competitive to other video-streaming services due to its still slim library of content.