Earlier today, we reported how EE has launched a new range of EE Home Broadband plans that include Apple TV 4K and access to BT Sport.
While the company did state that the new home broadband packages with Apple TV 4K and inclusive BT Sport are available “exclusively for EE pay monthly mobile customers with a smartphone or 12/24-month SIM-only mobile plan”, they failed to mention that they have simultaneously dropped their current own-brand set-top box offering (EE TV) for new customers.
With this strange and bewildering decision, EE have excluded Millions of Apple and Android users from accessing EE TV’s replacement.
Under the old platform customers of EE’s Broadband service paid an extra £8 a month to receive the box, which gave them access to all of the usual Freeview TV channels, PVR features, an app and access to premium on-demand content.
Apple TV 4K features a HDMI 2.0a port, 802.11ac WiFi, 1 x Gigabit LAN port, Bluetooth v5, IR receiver and is powered by an A10X Fusion chip. It does not appear to support Freeview TV channels like the old device.
EE TV doesn’t support 4K and the fact that the company would consider dropping it is actually not too much of a surprise.
BT consumer division CEO Marc Allera added:
“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.”
So why offer it to the minority of users?
IF EE were replacing EE TV, and offering it as an option to every current and new user, perhaps the decision would make a little sense. However, this is not the case as the company will still be operating EE TV for those existing customers who have it. In fact, new users could add EE TV to their subscription just a few days ago.
An EE support representative stated to Rapid Mobile,
“With the launch of the new Home Broadband plans, new users can no longer sign up for EE TV, although it will still be available for existing users. New users can sign up for our great Home broadband plans with Apple TV 4K and BT Sport”
When asked why the company would exclude so many millions of potential Broadband sign ups and exclude the majority of their existing broadband users, the representative stated they were unauthorised to comment on that”.
What comes across as ludicrous is that if Apple TV 4K is only an available option to a minority of users, and the old EE TV is still operating, why would the company exclude the majority of existing and potential new users.
In an email statement to Rapid Mobile, EE said,
“This offer is available to all EE Pay Monthly customers regardless of what handset they use, this deal is not restricted to Apple users only.”
When asked why EE TV was no longer open to new or existing users, the company didn’t really answer the question and said,
“We are continuing to support EE TV, and with Apple TV 4K we are able to provide a new and improved experience to our customers, with 4K, Dolby Atmos and access to a wide range of on-demand and live TV services”