UK's EE TV Platform Launches With Customized Apple TV 4K

EE TV, a new broadband TV platform from EE, today launched as a BT TV replacement service in the UK, offering subscribers the option of an Apple TV 4K with customized remote control.

ee tv apple tv 4k
EE TV offers access to more than 70 Freeview channels, a Netflix subscription, as well as premium channels from Sky, Discovery, Eurosport, TNT Sports, and more.

To access the platform, subscribers can opt to receive one of three set-top boxes: A standard EE TV "mini" box, a "pro" EE TV box that includes a hard drive for recording live TV, or – in what EE is calling a "UK-first" – a bespoke ‌Apple TV‌ 4K set up for EE TV content consumption.

Made in partnership with Apple, the custom ‌Apple TV‌ 4K features a streamlined setup process and the EE TV app preinstalled, featuring live streaming and on-demand content, with quick access to live channels and third-party apps such as BBC iPlayer, as well as a unified search to find content across multiple platforms. The ‌Apple TV‌ also comes with a custom EE-branded remote including a special TV guide button and channel rockers.

The EE TV boxes offer a similar hub that combines live broadcast TV, access to UK catch-up and on demand apps, and the ability to buy and rent content, but they lack access to the other services that ‌Apple TV‌ typically provides. Those new to EE TV are also eligible to six months of Apple TV+ for free.

ee apple tv remote
All 24-month contracts come with live free-to-air channels and catchup. The platform also offers a range of additional services and premium channel packages, priced between £4.99 and £76, with customers able to flexibly add or remove packages from month to month. EE also offers subscribers a bonus EE TV Box Mini for "free multi-room TV." For more information, see the EE website.

(Thanks, Ross!)

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

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Top Rated Comments

u1725 Avatar
7 months ago

How can they have the app preinstalled? Is the AppleTV set up, before being sent to the buyer and what AppleID do they use? Does anyone know how this is done?
Guessing they made a deal with Apple to have the Apple TVs "tagged" into an Apple-internal sort of MDM profile that downloads the EE app automatically on setup at the customer's home. They wouldn't even have to open any of the boxes or touch the Apple TVs.
Score: 8 Votes (Like | Disagree)
Kazgarth Avatar
7 months ago
I don't like the way Apple going with per-installed apps from telecommunication companies.

The major distinction of Apple products is being free from junkware (eg. Android phones have carrier junk apps per-installed).
Score: 8 Votes (Like | Disagree)
Abdichoudxyz Avatar
7 months ago

Interesting but a shame the iPlayer app is total tripe on TV. Every time I load it it just says "Something went wrong", there's no 4K streaming, no subtitle support, no kids profile support… blargh.

The BBC view TV as proprietary and extra work to support, so have done the bare minimum. They had to be shamed into making an iPlayer app for TVOS in the first place, after a dev did their own version and posted a video on twitter showing it only took a few hours… ?
Eh? Works perfectly for me. Subtitles the lot...
Score: 7 Votes (Like | Disagree)
Jamie0003 Avatar
7 months ago
Something I’ve never understood, is why don’t we have an equivalent to freeview play on the Apple TV? I know you can stream live channels in the dedicated apps but there’s no option for a service like this, where you can flip between channels with a live tv guide and the like and I ain’t paying for EE TV.

I might pay for a tv license again if this was possible
Score: 6 Votes (Like | Disagree)
kirky29 Avatar
7 months ago

Zero links to a source...
Or a picture of the new remote!

https://ee.co.uk/tv/apple-tv-4k

Attachment Image
Score: 5 Votes (Like | Disagree)
deanylev Avatar
7 months ago

How can they have the app preinstalled? Is the AppleTV set up, before being sent to the buyer and what AppleID do they use? Does anyone know how this is done?
> Made in partnership with Apple
Score: 4 Votes (Like | Disagree)