Apple had decided it's going to offer a less generous free trial for Apple TV+ with the purchase of a new Apple device.
Currently, purchasing a new Apple device such as an Apple TV 4K includes a year of free access to the TV+ service. However, as The Verge reports, that changes on July 1. Hidden in the small print of the Apple TV 4K product page it's stated that, "Eligible devices activated July 1, 2021 or later will qualify for offers of 3 months free Apple TV+. Eligible devices activated on June 30, 2021 or earlier will qualify for offers of 12 months free Apple TV+. $4.99/month after free trial."
As Apple TV+ costs $4.99 per month, activating a new device before July 1 will save you $44.91 over the first year of streaming. So if you were planning to purchase an Apple device to stream TV+, it's definitely worth buying and activating it in the next nine days to take advantage of the year of free access.
Apple faces strong competition to its video streaming service and lags behind competitors in terms of content. Reducing the free trial certainly won't help retain customers, but back in January Apple decided to extend the free trial period for any that were set to end until July. That suggests it has planned to reduce the free trial period for a while now, and thinks July is the right time to pull the trigger.