If you signed up for a three-month trial of Apple Music on day one, Wednesday is your last free day. Apple will start charging $9.99 a month for individual plans and $14.99 for family plans beginning Thursday.
Shelly Palmer, Landmark Ventures managing partner, said that in order for Apple to stay relevant musically, it must have a music service.
"And if they want to be the dominant player in music, they got to get streaming right," he told CNBC's "Squawk Alley" on Wednesday. "Consumers have very clearly demonstrated that they are way more interested in access than ownership now, and the trend is very clear."
Palmer said he didn't plan to renew his subscription just yet, but could change his mind in the future. "One of the things that Apple does great is make life frictionless," he said. "To the level that they can make Apple Music frictionless, all good."