- Apple is collaborating with Bharti Airtel to provide free access to its music and video streaming services for Airtel’s premium customers.
- Apple Music will replace Airtel’s Wynk music app, which will be shut down. Wynk employees are being absorbed by Apple.
OUR TAKE
This partnership allows Apple to significantly expand its reach in India, a country with a rapidly growing digital consumer base. By collaborating with Airtel, which has 281 million subscribers, Apple can access a larger audience for its streaming services, thereby increasing its market share in a competitive environment. It’s crucial as it helps Apple differentiate itself from competitors who primarily offer older content.
-Lia XU, BTW reporter
What happened
Apple has announced a significant partnership with Bharti Airtel, India’s second-largest telecom operator, to offer its premium customers complimentary access to Apple’s streaming and music services. According to the new deal, Airtel’s premium WiFi and postpaid plans will include free subscriptions to Apple TV+ and Apple Music. As part of the agreement, Airtel’s Wynk music app will be discontinued, with its users transitioning to Apple Music. Employees from Wynk are expected to join Apple as part of the integration.
Apple TV+ currently holds a minor position in India’s $28 billion media and entertainment market, where it competes against established platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and JioCinema. As of now, Apple has only 6 million users among India’s 690 million smartphone users, with the majority using Android devices from brands like Samsung and Xiaomi. This partnership is crucial for Apple to tap into a larger audience and increase its market share.
Also read: Apple to hold fall event next month, new iPhones expected
Also read: Apple to launch Android TV+ app to expand streaming service
Why it’s important
In a market dominated by established players like Netflix and JioCinema, this collaboration provides Apple with a competitive edge. The partnership between Apple and Airtel signifies a strategic move for Apple to penetrate the Indian market more effectively. By integrating its services with Airtel’s offerings, Apple can enhance consumer engagement. The partnership not only provides value to Airtel’s premium customers but also encourages them to explore Apple’s original content. It potentially increases user retention and satisfaction.
As Airtel plans to introduce new tariff plans that include Apple TV offerings, this partnership is likely to drive future growth for both companies. It positions Apple to capitalise on the increasing demand for digital content in India, especially as competition intensifies in the streaming sector. This partnership can also help Apple tap into the sports viewership market. It’s critical for gaining traction in the region.
