Apple partnership is music to our EEars

EE has unveiled its latest initiative to captivate the UK market, offering a free six month subscription new and upgrading EE customers from September 1.

The scheme will be available for pay monthly iOS and Android customers in the UK, as well as those who are on SIM only deals. Apple music already has 15 million paying subscribers globally and this is the first tie up between Apple and a UK telco for its music offering. Although iTunes generally accepted as the more prominent music shop, Apple has been stepping up its commitments in the streaming segment as it closes in on Spotify. Teaming up with the UK’s largest mobile operator is one way to raise the profile of the service.

“We’re delighted to be the first UK operator to offer Apple Music, with its incredible catalogue of songs, playlists, and Beats 1 radio,” Marc Allera, CEO of EE. “As the UK’s biggest and fastest network, our focus is on bringing our customers the best 4G coverage in the most places. But we also look to bring our customers services from the best companies in the world. In Apple Music there is no doubt that we have found that, and together we’ll provide customers with an outstanding music experience on the biggest and fastest mobile network in the UK.”

Music has been a focus area for Apple over recent times, following the company’s decision to acquire Beats for $3 billion in 2014 as the tech giant turned its attention onto the music streaming segment. Subscription based music has been a growing industry over recent years, with users seemingly preferring the streaming content libraries as opposed to purchasing music directly.

The move follows another initiative launched by the brand in an effort to simulate a sluggish smartphone market through offering BT Sports for free to EE subscribers. EE customers are currently able to enjoy six months of free content from BT Sports.

Although the BT Sports offer was welcomed by EE customers, the move has brought about a reaction from Virgin Media, who are rumoured to be considering legal action. The initiative is designed to bridge the gap between the BT and EE brands, though Virgin Media does currently have a £120 million deal to give its subscribers access to BT Sport channels. Virgin Media executives claim the deal breaches the contract it has in place with BT, and have subsequently insisted the promotion be cancelled on the grounds that it is effectively a wholesale deal at zero cost.