British mobile network operator EE ditches the traditional set-top box for Apple TV 4K

British mobile network operator EE (formerly Everything Everywhere) has a new broadband plan which includes a free Apple TV 4K as a replacement for their traditional cable box.

According to a report today by ISPreview, replacing EE’s aging set-top box , which was only available alongside their fixed line home broadband and phone packages, with a new service powered by an Apple TV 4K set-top-box is meant to revitalize its TV service.

EE’s original IP TV service was available to Broadband service users as an £8 per month upgrade, which gave them access to Freeview TV channels, PVR features, an app and access to premium on-demand content. Beginning today, customers can add an Apple TV 4K to their service for an extra £15 per month, which also gives them access to BT Sports and other channels. By comparison, Apple’s box is worth around £179 at retail.

The site was given some prices, seen below.


EE’s IP TV service has since been largely forgotten and doesn’t support 4K so the latest move could revitalize customer interest. It used to be possible for EE mobile customers to add an Apple TV to their plan, but EE has since removed that feature due to today’s announcement. EE’s Apple TV 4K units include EE special content and features.

CEO Marc Allera was quitted as saying:

We’re giving customers the TV, film and sport they love in the best quality on Apple TV 4K. 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 not only provides great value for money, but a great experience at home, as well as on the go.

Pricing reflects the discounted first contract term prices (e.g. the ADSL broadband and phone package alone rises from £22 to £32 after the first 18 months).

The official prices  are on EE’s website.

Aside from other apps, Apple TV 4K units for EE customers include preloaded entertainment apps such as BBC iPlayer, ITV Hub, UK TV, Netflix, Amazon Prime Video and NOW TV. “Inclusive access to BT Sport TV content is also included via the BT Sport app on Apple TV ‘so you can watch unmissable live sport’. And with a supporting TV you can also experience 4K HDR and cinematic Dolby Atmos sound,” the site has it.