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EE scores a winning goal with Apple TV 4K

EE, a broadband service provider owned by BT Group, has planned to phase out set-top boxes and offer Apple TV 4K in its new Home broadband plan.

Under the new offering, BT sports content such as the English Premier League football and a range of on-demand videos will be accessible through the Apple TV app.

The dedicated app will include BBC iPlayer, ITV Hub, Netflix, Prime Video, NOW TV and YouTube, along with linear channels from broadcasters. With the new enhancement on Apple TV+, EE customers will be able to browse the largest collection of 4K HDR titles with personalised recommendations through Siri, Apple’s virtual assistant.

“We’re giving customers the TV, film and sport they love in the best quality on Apple TV 4K,” said Marc Allera, CEO of BT’s Consumer Division.

“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 provides not only great value for money but also a great experience at home, as well as on-the-go.”

The pivotal change would allow customers to gain access to paid content apps such as Netflix, Amazon Prime and sports content, without paying additional subscription fees for each of the services.

Will this kickstart a new era of broadband services as an aggregator for paid content?

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