Airtel partners Apple to offer Music, TV+ content to users, shuts Wynk Music

Airtel has entered into a strategic partnership with Apple to offer its users access to Apple Music and Apple TV+ with exclusive benefits. In a joint statement, the companies said Airtel customers with Xstream, Wi-Fi, and postpaid connections will be eligible for the new benefits later this year. Airtel has also announced that it is shutting down Wynk Music as part of the strategy to revamp its music and video offerings.

“We are thrilled that Airtel customers in India will soon be able to enjoy all of the incredible content on Apple TV+ and Apple Music,” said Oliver Schusser, vice president of Apple Music, Apple TV+, Sports, and Beats at Apple. “With our ever growing catalog of world‐class films, television shows and music to choose from we know there will be something for everyone.”

As part of the partnership, Airtel will offer Apple TV+ subscription bundled with premium Airtel Wi-Fi and postpaid plans. Existing Wynk Music Premium users will also get access to “exclusive offers of Apple Music,” and roll into Apple Music later this year, as the company discontinues Wynk Music.

"Apple and Airtel are natural partners who strive to bring excellence to customer experience. This partnership with Apple will provide immense value to our customers since they will now have access to the best content and entertainment globally," Bharti Airtel chief marketing officer and EVP customer experience, Amit Tripathi said in a joint statement.

First such partnership

The new announcement from Apple and Airtel is a first, giving users an alternate way to access Apple Music and Apple TV+ content. While other music and video streaming services have been part of different recharge bundles from various telecom companies, Apple has struggled to make inroads into the country's streaming market, dominated by the likes of Disney+ Hotstar, JioSaavn, Netflix, Amazon Prime Video, ZEE5, SonyLIV, and Spotify. The partnership with Airtel will allow Apple to reach a wider user base, while taking on its rivals.