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Apple is partnering with mobile operators to distribute Apple Music, but is shying away from full-blown bundle deals and their onerous music-licensing complexities. Apple’s choice could reflect an emerging market trend.


  • The simpler approach taken by Apple to bundling its Apple Music service with mobile tariffs avoids overcomplicated music licensing negotiations and, more importantly, "breakage" fees.

Features and Benefits

  • Learn about how Apple is partnering with mobile operators to aid adoption of its Apple Music service, and what the wider market trend is among other music-streaming providers.
  • Learn about how Ovum's music-mobile-bundle tracking data shows an increasing proportion of bolt-on tariff deployments, rather than full-blown "hard" bundles.

Key questions answered

  • How and why is Apple partnering with mobile operators for its Apple Music service?
  • Does Apple’s approach to mobile bundles reflect a wider trend in the music-streaming market?

Table of contents

Ovum view

  • Summary
  • Avoiding breakage fees and other hassles
  • Hard-bundling trend might have peaked
  • Hard bundling still packs a bigger punch


  • Further reading
  • Author

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