skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration


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

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now