Apple has partnered up with French cable television Canal+ to allow 5.2 million Canal+ subscribers in France to opt to receive an Apple TV 4K in lieu of a traditional cable box.
Customers who choose the 4K Apple TV will need to pay Canal+ an equipment rental free of 6 euros, equivalent to approximately 7 dollars. This is the same price that Canal+ charges to rent a standard cable box.
In a statement to French site Numerama (via VentureBeat), Canal+ Deputy General Manager Frank Cadoret said that the company's goal with the Apple TV offer is to reach a younger clientele and to offer existing customers a second box.
Apple vice president of Apple Music and International Content Oliver Schusser also told the site that Canal customers will be able to "enjoy a rich experience" with access to iTunes movies and the App Store in addition to regular cable programming that will be accessible through a Canal app.
Canal+ customers will be able to choose an Apple TV over a cable box starting on May 7.