Burberry launches on Apple TV - but not for ecommerce

Burberry has become the latest big-name retailer to sign up for Apple TV, but it won't be allowing purchases through its new app.

Burberry: continuing its marketing love-in with Apple with a new Apple TV app
Burberry: continuing its marketing love-in with Apple with a new Apple TV app

Instead, the brand will use Apple TV as a marketing channel, live-streaming its upcoming menswear show today (11 January) and a performance by British singer Benjamin Clementine.

Burberry is touting itself as the first luxury brand to broadcast a fashion show live on Apple TV, although there is little by way of competition, with Gilt Groupe the only other luxury retailer on the platform.

Burberry’s Apple TV app will also show make-up tutorials, archived runway footage and music performances from British artists.

This is the latest marketing 'love-in' between Burberry and Apple, with the luxury brand the first to sign up for a dedicated brand channel on Apple’s subscription music service, Apple Music late last year.