In a strategic move to bolster its presence in India’s rapidly growing media and entertainment sector, Apple has announced a partnership with Bharti Airtel. This collaboration will allow Airtel’s premium customers to access Apple’s music and video streaming services at no additional cost. The alliance aims to leverage Airtel’s extensive user base to broaden Apple’s footprint in the world’s most populous nation.

Strategic Alliance: Expanding Apple’s Reach

Apple’s entry into the Indian market has been characterized by its struggle to compete against well-established rivals such as Netflix, Amazon Prime Video, Disney+ Hotstar, and JioCinema, which are dominant players in the $28 billion media and entertainment industry. The new partnership with Airtel is a significant step for Apple as it seeks to increase its market share in India, where competition is becoming increasingly fierce.

“Apple TV+ will come bundled with premium Airtel WiFi and Postpaid plans,” Airtel announced in a statement on Tuesday. This collaboration will allow Apple to access Airtel’s substantial customer base, but the specifics regarding the deal’s financial terms and operational costs have not been disclosed.

Apple’s Strategy to Capture Market Share

Apple TV+, known for its acclaimed original series such as Ted Lasso, The Morning Show, and Slow Horses, has so far struggled to gain significant traction in India. Unlike its competitors, Apple TV+ focuses primarily on original content and has yet to establish a broad library of older films and TV shows from other studios, which is a key feature of many rival platforms.

Airtel’s premium customers will now receive Apple TV+ as part of their subscription package. This move aims to enhance Apple’s visibility and user engagement within a market where streaming services are becoming increasingly integral to daily entertainment.

In addition to Apple TV+, Apple Music will also be made available to Airtel’s premium users. This change follows Airtel’s decision to shut down its Wynk music app, with its employees being integrated into Apple’s operations. The integration of Apple Music into Airtel’s offerings underscores Apple’s strategy to consolidate its position in the music streaming sector as well.

Market Dynamics and Competitive Landscape

India’s media and entertainment market is highly competitive, with an array of players offering varied content and pricing strategies. Currently, Apple TV+ is priced at $9.99 per month in the U.S., but in India, it is offered at a significantly lower rate of 99 Indian rupees ($1.18) per month. This is in contrast to JioCinema, which provides free cricket content and has subscription plans starting as low as 29 rupees per month. Netflix’s entry-level plans in India begin at 149 rupees per month.

Cricket holds a special place in Indian culture and is a major driver for subscription growth in the streaming market. Last year, Disney faced a considerable setback when it lost streaming rights to the Indian Premier League (IPL) to Reliance’s JioCinema, leading to a loss of millions of Indian subscribers. This highlights the critical role of localized content in attracting and retaining users.

Impact on Apple’s Market Presence

Despite its innovative offerings, Apple currently holds only a 6% share of India’s 690 million smartphone users, according to Counterpoint Research. The majority of the market is dominated by Android devices from manufacturers like Samsung and Xiaomi. This partnership with Airtel represents a strategic effort by Apple to penetrate this vast market more effectively.

The collaboration with Airtel also aligns with Apple’s broader strategy of leveraging local partnerships to drive growth in international markets. By integrating its services into Airtel’s existing infrastructure and customer base, Apple aims to build a more substantial presence in India’s highly competitive media landscape.

Future Prospects and Industry Reactions

The partnership between Apple and Airtel is expected to set the stage for further innovations and competitive strategies within the Indian market. As Airtel prepares to announce new tariff plans that include Apple TV+, it will be crucial to monitor how this integration influences user acquisition and engagement for both companies.

The broader implications of this partnership extend beyond mere consumer access. It reflects a growing trend among global tech giants to form alliances with local entities to navigate and capitalize on the complexities of international markets. For Apple, this means not only expanding its user base but also adapting to local market conditions and consumer preferences.

In conclusion, the collaboration between Apple and Bharti Airtel represents a pivotal moment for both companies as they seek to enhance their positions in India’s competitive media and entertainment sector. By bundling Apple TV+ and Apple Music with Airtel’s premium services, Apple is poised to increase its market penetration and establish a stronger foothold in one of the world’s most dynamic and rapidly evolving media landscapes.

(Adapted from ThePrint.in)