EE has announced a new perk for pay monthly customers: Free Apple Music for six moths.
In a deal that mirrors Vodafone's tie-up with Spotify, the offer will be available to both iOS and Android customers who are either starting a new contract or upgrading. Users will get full access to Apple's music service, without the need to send Apple a tenner a month for the privilege. This includes the huge library of tracks, the custom playlists, and the Beats 1 radio station that you'll never listen to.
The news follows soon after EE launched another tie-in - free BT Sport on mobile devices, courtesy of its new corporate master BT.
EE is the first British network to forge a content deal like this Apple, but this could be a sign of a broader trend: As mobile networks fight to differentiate themselves from competitors, special offers in conjunction with content providers is a straightforward way to do it. Similarly, it could be good for customer retention: Sure, you might want to quit your network, but what if that meant you also had to start paying for your music?
To promote the new offer, EE has made yet another TV advert with Kevin Bacon. We pray that one day he will manage to destroy whatever dirt it is that EE has on him.