Apple is making a bold move to attract new subscribers to its streaming service, Apple TV+, by offering a free streaming weekend from January 3-5. This marks the first time the company has made its content available to non-subscribers, and it's likely a strategic attempt to lure in new users and convert them into paying customers.

The announcement came with a short video showcasing some of Apple TV+'s most popular shows, including "Severance," "Slow Horses," and "Shrinking." With a weekend being enough time to binge-watch some of these popular series, Apple is hoping that users will get hooked and eventually sign up for a subscription to keep up with their favorite shows or explore the rest of the streaming service's library of content.

It's worth noting that Apple TV+ began teasing the promotion a few days prior, building anticipation among potential users. The company's tweet announcing the promotion stated that Apple TV+ would be free to stream on January 4 and 5, while the official press release clarified that the free streaming period would actually run from January 3 to 5.

During the free streaming weekend, users will be able to access Apple TV+ on any device where the service is available, with only an Apple ID required to log in. This move is likely an attempt to showcase the quality and diversity of Apple TV+'s content, which is currently priced at $9.99 per month and allows up to six members of a Family Sharing group to watch content under a single subscription.

By opening up its content to non-subscribers, Apple is taking a page from the playbook of other popular streaming services, such as Netflix and Amazon Prime Video, which have also used similar tactics to attract new users. The move is likely a response to the increasingly competitive streaming landscape, where services are constantly vying for users' attention and loyalty.

The free streaming weekend comes at an opportune time, with the highly anticipated second season of "Severance" set to premiere on January 17. This could be a major draw for new users, who may be tempted to sign up for a subscription to keep up with the show's latest developments.

As the streaming wars continue to heat up, Apple's move is a clear attempt to gain a competitive edge and attract a larger user base. Whether this strategy will pay off remains to be seen, but one thing is certain – Apple TV+ is making a bold play to become a major player in the streaming landscape.