APPLE TV + ELIGIBILITY?

you say in your internet page that there is a 1 year free eligibility for someone to have tv + provided they have recently purchased an apple product and can claim this in 90 days. i have recently bought an iPhone and when i tried to see if am eligible for this it says i can use it only for 7 days for free and then pay 4.99 EUR per month?

can someone explain this to me? why do i need to pay after 7 days expire if as apple is claiming i am eligible to use this for 1 year for free since i purchase an iPhone recently?