Apple has increased the pressure on Spotify by agreeing a deal with British mobile network operator EE, offering new and upgrading EE customers a free six-month Apple Music membership.
The deal, available from September 1, marks the first time that a UK operator has offered Apple Music to its customer base. Customers will have full access to Apple Music and can either stream their favourite songs over 4G or WiFi, or download for offline playback.
"We’re delighted to be the first UK operator to offer Apple Music, with its incredible catalogue of songs, playlists, and Beats 1 radio," said EE CEO Marc Allera. "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.”
The Apple Music offer will be launched with a multi-channel, multi-million pound advertising campaign featuring Britney Spears and Kevin Bacon.