john lewis - Apple subscription with iPad purchase

I bought an Apple iPad on 14/10 /2023 from John Lewis it came with 3 months Apple TV included in the price. However on 15/11/23, the Apple subscripton has expired. I contacted JLewis, after them searching around for an answer they LOL “humbly request” that I go and ask Appple. But of course there is no way to phone or email. What a waste of time. Big companies, Big Con.