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Tech titan Apple said 11 million users have registered for the free trial of the Apple Music streaming service since its June 30 launch — although how many of those stick around as paying subs is an open question.

Of those 11 million, about 2 million have taken the $15-per-month “family plan,” which allows access to up to six users, Apple SVP Internet software and services Eddie Cue said in an interview with USA Today. The standard single-membership Apple Music plan is $9.99.

Apple debuted the music service, taking on the likes of Spotify, Google Play Music and Rdio, with a catalog of some 30 million songs. Apple Music launched with a free three-month trial membership, so millions of those who have opted to try out the service may ultimately not end up paying for it.

Meanwhile, according to Cue, Apple’s App Store in July raked in a monthly record $1.7 billion in revenue. He added that the company saw “particular momentum in China.” To date, Apple says it has paid app publishers $33 billion; at the end of 2014, it had paid out $25 billion to App Store partners.

Apple’s PR offensive on music streaming and app sales comes after its stock has fallen nearly 13% since July 20. The sell-off indicates investor concern about potential slowing iPhone sales as well as worries about China’s economy. (That’s clearly why Cue touted App Store “momentum” in the world’s most populous nation.)

Apple bought Beats, the music hardware and services startup formed by Jimmy Iovine and Dr. Dre, last year in a $3 billion deal.