Apple has reportedly instructed its retail employees to stop enrolling customers in subscription services without their knowledge or consent.
The move follows allegations that some Apple Store workers activated free trials during device setup without clearly informing customers.
Services such as Apple TV were reportedly among the subscriptions involved. Although these trials initially cost nothing, customers could face recurring charges after their promotional periods ended.
Moreover, the controversy has raised concerns about sales targets and customer transparency inside Apple’s retail stores.
How Apple Store Subscription Sign-Ups Worked
Repair advocate Louis Rossmann brought attention to the practice through a YouTube video published on October 30, 2026.
According to Rossmann, employees could activate subscriptions through an acceptance screen on their own devices during customer setup sessions.
However, customers might not see the approval screen or understand that they had enrolled in a service.
Rossmann also alleged that employees presented free trials as complimentary gifts without explaining future charges.
Consequently, some customers could discover monthly payments of $20 to $30 after their trials expired.
The allegations have not identified specific Apple Store locations involved in the practice.
Apple Reportedly Introduces New Consent Rules
Following the allegations, Apple reportedly issued instructions requiring employees to change how they handle subscription approvals.
According to an anonymous retail source, regional managers must communicate the new instructions across Apple Stores.
Under the reported policy, customers must personally select the “Accept” button when approving a subscription.
Therefore, employees should no longer activate services on customers’ behalf.
However, Apple has not publicly released the reported instructions, leaving their exact wording unconfirmed.
Employee Sales Targets Face Changes
The controversy also highlights how retail performance targets may influence employee behavior.
According to reports, Apple has suspended metrics tracking how frequently individual employees enroll customers in services.
However, the change might not become permanent.
Apple has previously suspended certain retail performance measurements during the holiday shopping season.
Furthermore, similar pauses have occurred in early November, making it unclear whether the latest adjustment represents a lasting policy change.
What Customers Should Know
The reported changes could strengthen customer control over subscription purchases.
Meanwhile, customers should review any free trials activated during device setup and check their renewal dates.
They can also examine active subscriptions through their Apple Account settings.
Ultimately, the controversy highlights the importance of clear consent and transparent billing practices, even when services initially appear free.
