EE has overhauled its TV and broadband plans to include an Apple TV 4K set top box and access to BT Sport.
The company’s TV packages had previously come with a set top box from Netgem which partners with ISPs around the world to offer TV services and recently launched its own range of Freeview Play devices.
EE says that by offering Apple’s devices, “customers can enjoy a range of live and on-demand video apps, including BBC iPlayer, ITV Hub, Netflix, Prime Video, NOW TV and YouTube.”
They can also access the BT Sport app for Apple TV, allowing them to watch the channel’s Premier League, Champions League, boxing and UFC coverage on their main TV.
The new Apple TV and broadband packages start from £37 per month and are available exclusively for EE pay monthly mobile customers with a smartphone or SIM-only plan.
Marc Allera, CEO of BT’s Consumer division, said: “We’re giving customers the TV, film and sport they love in the best quality on Apple TV 4K.
“By combining Apple TV 4K and BT Sport with EE’s award-winning unlimited home broadband, we’re able to provide our customers with a premium TV service that not only provides great value for money, but a great experience at home, as well as on the go.”
The possibility of EE moving to Apple’s set top boxes was first reported by the Telegraph newspaper earlier this year.
Commenting on today’s news, Paolo Pescatore, Technology, Media & Telco analyst at PP Foresight, said: “This is an attractive bundle that will resonate with consumers. Furthermore they can now access a wide range of TV services from one place.”
“Combine this offering with 5G connectivity down the line then it becomes even more compelling.”
“This also represents a great opportunity for EE to cross sell BT Sport into its strong mobile base with live sport offerings sports fans the best picture and audio formats available with 4K, HDR and Dolby Atmos.”
In a post on its support forum, EE says “nothing will change” for existing EE TV customers who “can continue to enjoy exactly the same service until it ends in March 2021.” The firm adds that it will contact customers ahead of this date to advise them of their options.