The policy shift.

The $99 fee has dropped it previously billed for

Writing at TidBITS, adam Engst:

I had no idea they formerly charged with this.
 ★ 
I contacted an Apple Store Operations Specialist, that confirmed

Migrating data into a newly purchased machine.
TidBITS writer and TekBasics consultant David Price wrote to tell
us that he has normally advised customers to pay Apple to migrate
information into recently purchased Macs, but when he accompanied his
brother-in-law to pick up a freshly migrated iMac last week, Apple
informed him that there wasn’t any fee for the service.