June 30 is circled my calendar with a note to “cancel Apple TV Plus.” That’s when my free trial — which began when the streaming serviced launched in November 2019 — finally ends. Apple extended that free trial twice until July 2021, when I and millions of other users will have to start paying for it.
So, I set a reminder to cancel Apple TV Plus. But now, I’m keeping it — and not just to watch Ted Lasso season 2. I’ll pay $4.99 a month because, some 20 months after launch, Apple TV Plus is hitting its groove and making a case for itself in the crowded streaming landscape. Call it Hot Apple TV Plus Summer.