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Bharti Airtel, a leading telecommunications company in India, has announced a strategic partnership with Apple, bringing exclusive offers for Apple Music and Apple TV+ to its customers in the country. This collaboration signifies a significant move by Airtel to strengthen its digital entertainment offerings and capture a larger share of the rapidly growing Indian streaming market.
The partnership details include the integration of Apple TV+ into Airtel's Xstream video-streaming service, accessible through premium Wi-Fi and postpaid plans. Additionally, users of Airtel's music streaming service, Wynk Premium, will be presented with special offers for Apple Music. Notably, as a result of this alliance, Airtel will exit the music vertical altogether and shut down its Wynk music app. The company has confirmed that all Wynk employees will be absorbed into Airtel, signifying a smooth transition process.
This partnership comes amidst a competitive landscape in the Indian entertainment sector. Disney and Reliance Industries are currently seeking antitrust approval from the Indian government for their proposed $8.5 billion merger. This merger aims to create India's largest entertainment player, combining Disney's vast content library with Reliance's extensive distribution network. Airtel's collaboration with Apple is seen as a strategic response to this evolving market, bolstering its position and enhancing its competitiveness in the digital entertainment space.
The partnership between Airtel and Apple is expected to benefit both parties. For Airtel, it strengthens its position as a comprehensive digital entertainment provider, offering a wider range of content and services to its subscribers. For Apple, it expands its reach in the Indian market, accessing a large user base through Airtel's network and platforms. This collaboration reflects the growing demand for streaming services in India and the strategic moves being made by major players to secure their share in this lucrative market.
Source: India’s Bharti Airtel announces content partnership with Apple