Apple Inc. is in advanced discussions with British Telecom over a planned pay TV partnership, London's The Daily Telegraph reported Oct. 7.

A deal would make the British operator's unit Everything Everywhere Ltd., or EE, a major distributor of Apple TV set-top boxes.

The telco will make the technology available to EE broadband customers pre-loaded with apps. These apps will allow access to BT Sport as well as channels from other broadcasters.

Apple has also entered into a similar agreement with Swiss operator Salt Mobile SA in March.