Apple is partnering with India's Airtel to offer its music and video streaming services, Apple Music and Apple TV+, for free to Airtel's premium customers. This collaboration aims to enhance Apple's presence in India's competitive entertainment market, valued at approximately $28 billion. The partnership comes at a time when the industry is facing scrutiny over a significant merger between Reliance and Walt Disney.

As part of the deal, Apple TV+ will be bundled with Airtel's premium WiFi and postpaid plans, allowing users to access the streaming service later this year. Airtel has about 281 million subscribers, while its main competitor, Reliance Jio, boasts around 489 million. This strategic move is seen as a way for Apple to grow its audience in a price-sensitive market, where it currently competes with established players like Netflix, Amazon Prime Video, and Disney+ Hotstar.

In a notable shift, Airtel will discontinue its own music streaming service, Wynk, as it integrates Apple Music into its offerings. This partnership reflects a broader trend where tech companies bundle streaming services with telecom plans to attract more subscribers. While the specifics of the deal, including its financial terms, have not been disclosed, the collaboration is expected to significantly boost Apple's visibility and user base in India.