In a bold move set to shake up India’s telecom landscape, Airtel, the country’s second-largest telecom operator, has announced a strategic partnership with tech giant Apple. This collaboration will bring Apple TV+ and Apple Music to Airtel’s high-tier customers, effectively replacing the company’s own Wynk Music streaming service. The shift marks a significant milestone in Airtel’s efforts to enhance its offerings and cement its position in the highly competitive telecom market.
Exclusive Access for Premium Users
Airtel’s premium broadband and postpaid customers will soon be treated to an exciting addition to their service packages—complimentary access to Apple TV+ and Apple Music. This partnership allows Airtel to provide a world-class content experience, aligning with its strategy to attract and retain high-value customers by offering premium entertainment options. According to Airtel, existing Wynk subscribers will not be left out; they will receive exclusive offers to transition to Apple’s streaming services.
“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, Apple’s Vice President of Apple Music, Apple TV+, Sports, and Beats. “With our ever-growing catalog of world-class films, television shows, and music, there will be something for everyone.”
Goodbye, Wynk Music
Airtel’s decision to discontinue Wynk Music, its in-house streaming platform, might come as a surprise to many, given the app’s steady, albeit modest, growth. Despite Wynk’s increasing market share—from 5% of music app downloads in Q2 2018 to 8% in Q2 this year—the company believes that partnering with a globally recognized brand like Apple offers a more robust strategy for competing in the fiercely competitive streaming market.
“Wynk Music employees will be moved to other parts of the Airtel business,” said an Airtel spokesperson, reassuring that no jobs would be lost due to this strategic shift. The spokesperson added that Wynk Premium subscribers would receive exclusive offers for Apple services, ensuring a smooth transition for loyal users.
Global Giants Dominate the Market
Airtel’s partnership with Apple reflects a growing trend among Indian telecom companies to bundle global content services with their own to provide added value to customers. This move comes in response to the increasing popularity of international streaming platforms like Spotify and Apple Music, which have captured significant market share in India by offering their services at competitive prices.
The competition is fierce. Recent industry reports suggest that Indian music streaming services have been struggling to keep pace with global players. The sale of Times Internet’s Gaana, once valued at over $200 million, for less than $30,000 exemplifies the challenges faced by local companies in the face of international competition.
