Apple has made a deal with French cable television provider Canal+ to offer an Apple TV 4K streaming box in the place of a traditional cable box.
Starting on May 17, Canal+ will offer its 5.2 million subscribers the option of an Apple TV 4K, rather than a traditional cable box, for a 6€ ($7) per month rental fee.
Canal+ Deputy General Manager Frank Cadoret told French site Numerama that the company’s goal with the Apple TV offer is to reach younger viewers who might prefer to stream their content, as well as to offer existing customers a second box.
Apple VP Oliver Schusser noted that choosing the Apple TV 4K over a traditional decoder means getting access to additional content, including the App Store and iTunes movies, as well as Canal+ programming.
Canal+ customers will have the opportunity to opt for an Apple TV 4K unit instead of a traditional cable box beginning May 17.
The Canal+ offering is just the latest offer in a recent series of promotions connected to television providers. U.S.-based DirecTV NOW streaming service has been offering a free Apple TV 4K 32GB streaming box when subscribers pay up front for 3 months of service. Swiss provider Salt Mobile began offering the device as its exclusive set top box back in March.