EE is to offer Apple Music to its subscribers as it launches the latest salvo in the bid for leadership of the UK’s mobile market.
The BT-owned company said it was the first UK operator to offer Apple’s music streaming service, which launched in June last year.
Apple Music, which competes with the likes of Spotify, Deezer and Tidal, also offers internet radio station Beats 1 and blog platform Connect.
It has around 15 million subscribers.
EE is offering the service to new and upgrading customers taking a pay monthly iOS or Android handset plan or SIM only plan from 1 September.
Customers will get the service free for six months, after which they will be charged the standard £9.99 monthly rate.
EE said the launch would be backed by a multi-channel, multi-million pound advertising campaign.
EE Chief Executive Marc Allera said: “We’re delighted to be the first UK operator to offer Apple Music, with its incredible catalogue of songs, playlists, and Beats 1 radio.
“As the UK’s biggest and fastest network, our focus is on bringing our customers the best 4G coverage in the most places.
“But we also look to bring our customers services from the best companies in the world.
“In Apple Music there is no doubt that we have found that, and together we’ll provide customers with an outstanding music experience on the biggest and fastest mobile network in the UK.”
Last month, EE said it would offer BT Sport to its customers.
CCS Insight analyst Kester Mann said: “The [Apple] deal is a coup for EE that will strengthen its position at the premium end of the market.
“It will hope to encourage upgrade, boost retention and drive migration to higher data packages. The timing, just weeks before the rumoured launch of the iPhone 7, is particularly favourable.
"Following hot on the heels of the deal to offer BT Sport, this move confirms an evolution in EE’s strategy beyond simply network leadership.
“It may have been part-motivated by the established position already taken in content by rivals, notably Vodafone, which has built its 4G strategy around deals with Netflix, Sky Sports and Spotify.”