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Apple has teamed with Bharti Airtel to provide free music and movie streaming services to a large number of Airtel users.
Apple has partnered with Bharti Airtel, India’s second-largest telecom company, to offer free music and video streaming services to a significant portion of Airtel’s 281 million customers.
This collaboration is a strategic move by Apple to strengthen its position in India’s content market, where it currently lags behind major players like Spotify and Walt Disney.
As part of its broader strategy to boost revenue from services globally, Apple aims to increase the user base for Apple TV+ and Apple Music in India. This partnership comes when Apple actively seeks to diversify its reserve chain beyond China by ramping up iPhone manufacturing in India.
Despite this, Apple’s market share in India’s smartphone market is still relatively small, accounting for just 6% of the country’s 690 million smartphones, up from around 2% in 2019.
The partnership is expected to significantly enhance Apple’s presence in the Indian market. According to Nitesh Kripalani, former head of Amazon Prime Video in India, this strategy mirrors Apple’s approach in other markets, such as the U.S., where Apple has successfully bundled Apple Music with Verizon mobile data plans since 2019 and integrated Apple TV+ into Comcast’s streaming offerings.
In India, Apple Music will be integrated into Airtel’s Wynk music app, which will eventually be phased out. About 7 million postpaid Airtel subscribers have access to an ad-free version of Wynk. Still, a telecom industry insider revealed that only a small fraction of users use this service. The partnership with Apple could potentially increase engagement among Airtel’s premium users.
This deal highlights Apple’s growing ambitions in the Indian market, which is becoming increasingly important as it looks to expand its services portfolio.
By leveraging Airtel’s vast customer base, Apple aims to increase its footprint in India’s competitive content market. The company has traditionally focused more on hardware and manufacturing in this market.
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