• EE’s 5G+ network now covers over 80% of the UK population with new towns across each of the home nations benefitting from the next generation network
• Customers are embracing 5G+, with the technology now carrying more than 10% of all data traffic on EE’s network, double the level a year ago
• BT is also preparing to trial AI-RAN on EE’s live network, with first sites planned for Birmingham next year to explore how AI can deliver faster speeds and more consistent connection

BT Group today announced that its EE 5G+ network now covers over 80% of the UK population, bringing its fastest and most advanced mobile connectivity to more communities across the country just over two years since launch. Customers are also increasingly taking advantage of the technology, with 5G+ now carrying more than 10% of all data traffic across EE's network, double the level a year ago.

As 5G+ coverage and usage grow, BT is also investing in technologies that could take the network further, including plans to bring AI-RAN out of the lab and onto EE’s live network for the first time next year.

The latest places to benefit from 5G+ include Bicester, Chester and Durham in England; Portrush and Strabane in Northern Ireland; Neath and Penarth in Wales; and Greenock, Alexandria and parts of Loch Lomond & The Trossachs National Park in Scotland – with EE remaining firmly on track towards its ambition for 5G+ to cover 99% of the UK population by the end of March 2030.

The milestone is part of a broader push to make EE’s network faster, smarter and more responsive as customer demand grows. Over the past year, BT has introduced a series of 5G+ innovations to improve customers’ experience, including five-carrier aggregation to boost download speeds and an expanded rollout of ARC technology to dynamically increase capacity in busy locations. Customers can also take advantage of Fast Lane, launched in August as the UK's first commercial network slice, providing consumers and small businesses with dedicated 5G+ connectivity at the busiest times on the network.

BT is also looking at how AI could make mobile networks more responsive to customers' needs, building on how the technology is already helping to optimise and protect the network for customers. Working with NVIDIA and Nokia, BT plans to bring its first AI-RAN sites online in Birmingham next year, moving the technology from laboratory testing to its live EE network. If successful, AI-RAN could help provide faster data speeds, more consistent connections and allow the network to respond more intelligently as customer demand changes.

Greg McCall, Chief Security and Networks Officer, BT Group said: “We’re seeing real momentum behind 5G+ as we progress towards our goal of 99% population coverage by 2030 – both in the pace of our rollout and in the amount of data customers are now using over the network. But reaching more people is only part of the story. We’re continuing to invest in making the network smarter and more responsive too, exploring technologies such as AI-RAN that could help us stay ahead of growing demand and deliver an even better experience for customers.”

BT is also increasing the capacity behind EE’s mobile network so that customers can continue to enjoy fast, reliable connectivity as data use grows. This includes recently setting a new benchmark for microwave capacity, successfully delivering its first 2.8Gbps microwave link, 40 per cent more capacity than its previous 2Gbps benchmark. Microwave links play an important role in connecting mobile sites into the wider network, particularly where fibre may not be the most practical option – for example in rural or semi-rural locations – helping to carry the growing volumes of data generated as customers make greater use of 5G and 5G+.

The deployment makes more effective use of EE's existing spectrum alongside BT's expanding fibre infrastructure, demonstrating how the two can work together to increase the capacity available across the mobile network. It also provides a blueprint for potential future high-capacity microwave deployments as mobile data demand continues to grow.

BT Group is one of the biggest investors into UK infrastructure and will have invested more than £40bn into the country between 2020 and 2030. The impact of BT’s continued investment is also being seen in customers’ everyday network experience. Ofcom’s latest Mobile Matters report found that EE delivered the strongest overall performance of the UK’s four mobile networks, as well as the most consistent performance across the UK nations.

• EE introduces ‘Match-Maxxing’… the art of getting the absolute most from every matchday – with EE’s Fast Lane at the heart, which gives fans access to a dedicated 5G+ lane at the busiest times, keeping them connected in packed stadiums when demand on mobile networks is at its highest and every moment counts
• The UK’s best network has teamed up with one of football’s most beloved football fans, Andy Milne, AKA ‘that_world_cup_guy’, who has been to more than 1000 matches, to create a guide that can help fans truly ‘Match-Maxx’ their day
• From taping your mouth shut before the big game to plunging your face into ice-cold water to calm nerves, to the importance of staying connected, Andy shares the rituals, superstitions and hacks that he believes can help fans make the most of every matchday.

With club football in full swing, EE has officially launched ‘Match-Maxxing’ - the art of getting the absolute most from every matchday. In an era when Brits are looking to ‘maxx’ every part of their lives, from holidays to morning routines, EE is bringing the trend to the beautiful game, showing fans that when it comes to football, no ritual is too ambitious in the pursuit of the perfect matchday. And with Fast Lane available on EE’s Full Works Plus plan, helping fans stay connected when stadiums are at their busiest, technology is now a critical part of the Match-Maxxer’s toolkit too.

To show fans exactly what peak Match-Maxxing looks like, EE has teamed up with one of England’s most dedicated football fans: Andy Milne, AKA ‘that_world_cup_guy’. Having attended more than 1000 matches in his time and spent decades perfecting his matchday routine, Andy knows that getting the most from a matchday starts long before kick-off - and doesn’t necessarily end at the final whistle.

Andy has revealed the official Match-Maxxing playbook, available to watch on EE’s social channels, which is packed with the rituals, hacks and hard-won tips he’s picked up over the years. Alongside a 24-hour vow of silence and mouth tape to preserve the voice, calf raises, quad stretches, and even a pre-match face plunge in cold water to settle the nerves, the playbook highlights another matchday essential – staying connected at the busiest times and when every moment matters.   

For fans, the 90 minutes of the match are just one part of the day. With an estimated 50 million spectators attending football matches across the UK each year, there are other scores to check, goals to share in real-time, group chats to keep ticking over and journeys home to organise - often from inside stadiums where thousands of supporters are all trying to do the same thing at once. That’s where technology becomes a critical part of the Match-Maxxer’s toolkit.

EE’s Fast Lane, available on Full Works Plus plan, gives customers the ultimate edge when the network is busiest, with access to a dedicated 5G+ lane helping them stay connected when stadium networks are under the most pressure. So, whether they’re sharing the moment a goal goes in, checking the other scores or sorting the journey home, fans can keep every part of their matchday moving.

 To help fans master the art, Andy has shared his top Match-Maxxing tips:

1. Save your voice – Serious Match-Maxxers start 24 hours before kick-off, with no unnecessary chat, singing or yelling. For the truly committed, mouth tape will help stop those precious vocal cords drying out overnight, allowing you to be the 12^th player and maxx-out your chanting on game day...
2. Always limber up – Nobody wants to pull a hamstring during 94th-minute limbs. Get your stretches in before kick-off: calf raises, quad stretches and, for the brave, a few speculative knee slides.
3. Stay cool, calm and collected – Deep breaths, positive visualisation and a little meditation can help keep matchday nerves in check. For the ultimate reset, try a quick face plunge in cold water before kick-off to settle the jitters.
4. Share it as it happens – Have your celebration GIFs loaded and group chats ready to go. Using Fast Lane, you can share the goal, reaction and banter in real time.
5. Stay in the know – Fast Lane gives customers access to a dedicated 5G+ lane at the busiest times, helping fans keep up with scores, check other results and stay one step ahead of the group chat.
6. Get ahead of the rush home – The final whistle is your cue to move. While everyone else heads for the exits, Match-Maxxers are already checking train times, planning their route and sorting the journey home. Fast Lane helps you to get online and organise the journey home when demand is highest.

 Andy Milne, said: “Going to football is the best thing in the world, but there’s an art to it. After more than 1000 matches, I’ve learned what works. Match-Maxxing is about making every part of the day count, from preparation and rituals to the 90 minutes itself. Your phone and being connected is a huge part of that now, whether it’s checking results, sharing a goal with mates or sorting your journey home. Fast Lane on EE means I can do all of that, even in a packed stadium.”

 Luciano Oliveira, Managing Director Products, Consumer, BT, said: “As a stadium fills and the excitement builds, staying connected matters more - but can become harder. Fast Lane gives customers access to a dedicated 5G+ lane when the network is busiest, helping them share the action, check the scores and arrange their journey home. It’s a practical example of how EE is turning the UK’s best network and our latest technology into a real advantage for customers when it matters most.”

 Note:

Customers must have a 5G+ compatible mobile plan, device, SIM, and be within a 5G+ enabled area of the UK to access Fast Lane. For more information, please visit ee.co.uk/help/mobile/manage-use/use-fast-lane-on-your-ee-mobile-plan.

By Luciano Oliveira, Managing Director Products, Consumer, BT

Innovative hardware is powering some of the most exciting new technology we’ve ever seen, and when it’s combined with brilliant connectivity, the possibilities become even greater. Together, they enable customers to get more from their devices, whether they’re streaming, gaming, creating content, running a business, or simply staying connected to the people who matter most, wherever they are.

That’s why bringing Apple’s innovations with EE’s leading connectivity to deliver brilliant experiences for customers across the UK, is so important.

 Recognised as the UK's best network for a record 13 consecutive years, with the UK's largest 5G coverage, we continue to invest in innovations that help customers get even more from their devices. From our advanced 5G+ network, with speeds up to 45% faster than standard 5G, to Fast Lane, our dedicated 5G+ lane that helps customers stay ahead even when the network is at its busiest, we keep raising the bar for connectivity. 

Last month, we brought Apple’s iPhone 18 Pro and iPhone 18 Pro Max to customers across the UK. This week, we’re building on that momentum, bringing another major innovation to customers and delivering a UK first.

 Introducing iPhone Duo and iPhone Handoff on EE

EE is launching iPhone Duo, Apple's first foldable iPhone, with pre-orders opening on 16th October ahead of launch on 23rd October.

iPhone Duo is the first foldable iPhone, featuring a breakthrough design that’s beautiful, versatile, and durable. iPhone Duo opens to a large 7.6-inch inner display for viewing content, gaming, and multitasking, and closes to a compact, pocketable 5.4-inch outer display. Built to last with an innovative hardware design, iPhone Duo is powered by A20 Pro to deliver pro performance and impressive all-day battery life. The folding design unlocks fun new ways to use the camera that aren’t possible on any other iPhone, and iOS 27 is also reimagined for the versatile ways users can interact with iPhone Duo.

Customers purchasing iPhone Duo can choose from a range of pay monthly plans designed to help them get the most from their device on the UK's best network. We're making it easier to upgrade too, with options including Early Phone Swap for eligible Flex Pay customers and EE Trade In, giving customers more flexibility when moving to the latest Apple technology.

Now, with EE, customers get even more from their iPhone as the first UK network to offer iPhone Handoff, making it easier than ever to stay seamlessly connected across their two iPhone models. 

 A new way to switch between iPhones

iPhone Handoff allows customers to easily switch back and forth between two iPhone models with the same mobile number. It means customers can choose the iPhone that's right for the moment, without worrying about missing a call, message or notification.

Whether you're heading to a festival, going for a run, tackling an all-day hike or simply travelling lighter, your contacts, calls and messages move seamlessly with you.

Included with EE's Full Works Plus plan which includes Fast Lane, or available for £5 per month on a rolling contract, iPhone Handoff is coming soon and offers a level of flexibility and convenience that isn't available anywhere else in the UK.

The ultimate Apple experience deserves the best network

As new device categories emerge, customers increasingly expect seamless connectivity to unlock the experiences those devices were designed to deliver.

At EE, we’re focused on bringing customers the very best and latest tech and then helping them get even more from it through our services, network innovations, and customer experiences.

From Fast Lane on our award-winning 5G+ network to exclusive experiences like iPhone Handoff, we're helping customers get more from every moment they're connected.

That’s why Apple and the world’s leading technology companies continue to choose EE as their partner in the UK. Incredible innovation, paired with the ultimate network.

NOTES

Customers can pre-order iPhone Duo from 16^th October from EE stores, EE telesales and online. For complete pricing and availability details, please visit www.ee.co.uk

iPhone Handoff requires two compatible iPhone models running iOS 27 or later, signed in to the same Apple Account. See here for more info.

At EE, we're passionate about helping people stay connected. But being the UK's best network is about more than technology alone. It's about giving people the confidence, skills and support they need to make the most of the digital world.

That's why every year colleagues across EE and the wider BT family come together for the Community Challenge, a nationwide volunteering effort that supports the communities where we live and work. This year, 41 local teams have united behind a shared ambition: helping 50,000 people who need us most thrive in an increasingly digital world.

The challenge reflects some of the biggest issues facing communities today. From helping parents navigate online safety and supporting people to build digital confidence, to preparing vulnerable customers for the UK's move to Digital Voice in January 2027, our teams are volunteering their time and expertise where they can make the greatest difference.

One recent example came from our retail colleagues in Birmingham, who partnered with Red Lions Youth Football Club to support young people and their families with practical guidance on staying safe and positive online.

The team partnered with the Red Lions coach creating an opportunity for meaningful conversations about life online. Topics ranged from the content young people encounter on social media to the importance of positive role models and healthy digital habits.

The event used some of the educational tools from EE's Yes Boys initiative, which shines a light on the pressures many young boys face online and uses football to champion the importance of positive encouragement, confidence and healthy role models. Our research has highlighted the prevalence of harmful online messages directed at boys aged 11 to 16, reinforcing the need for communities, parents, coaches and organisations to work together to create more positive digital experiences.

Football coaches are often critical role models for young people and The M badge gives coaches the tools to educate their teams, helping young people believe in themselves and encouraging a more positive narrative around masculinity.

The connection between Yes Boys and the Community Challenge is clear. Both are rooted in the belief that technology should be a force for good, and that everyone deserves the opportunity to benefit from the digital world safely, confidently and positively.

Across the country, BT and EE colleagues are bringing that belief to life in different ways. Some are helping people develop digital skills. Others are supporting families with online safety advice, while many are helping customers prepare for technological change.

The reason I love the Community Challenge is that it combines national ambition with local action. Every conversation, every volunteering session and every piece of advice shared can make a real difference to someone's confidence and ability to navigate the digital world. Then, when several thousands of colleagues come together to do that, the scale of the collective impact is really significant.

I have always felt, the true value of connectivity lies in what it enables. It helps people learn, stay safe, access support, maintain relationships and discover new opportunities. When people have the confidence to use technology well, everyone benefits.

The Community Challenge is one way we can play our part. It's also an important contribution to BT Group's wider ambition to reach 30 million people and businesses with digital skills, tools and support by 2030. By working alongside local communities, schools, families and grassroots organisations, we're helping ensure that nobody is left behind as technology continues to evolve.

The Birmingham event with Red Lions Youth Football Club shows what's possible when colleagues bring together their expertise, enthusiasm and commitment to help others. Long after the final whistle of this summer's football season, those conversations and connections will continue to have an impact.

I'm incredibly proud of the colleagues who are dedicating their time to support communities across the UK. Whether they're volunteering in schools, community centres, football clubs or local charities, they're helping people build the confidence to thrive in a digital world.

And that's something worth saying yes to.

7^th October 2026: EE, the UK’s best network*, has today launched its new campaign, The Ultimate Pro iPhone on the Ultimate Network, now with Fast Lane. Created by Publicis Groupe UK’s cross agency team, the campaign shows how customers can get even more from the new iPhone 18 Pro with Fast Lane, EE’s advanced network feature that connects UK consumers and small businesses to the highest performance 5G+ lane on its award-winning mobile network. Together, the new iPhone 18 Pro – with a big leap in battery life – and EE’s Fast Lane give customers dedicated access to faster and more reliable connections, helping them stay connected during rush hour and at major events when the network is busiest.

The campaign launches with a 20-second social film created by Saatchi & Saatchi. Set in the moments after a concert, the film follows music fans as they leave in a packed crowd. One fan stands out with the new iPhone 18 Pro – still powered by the new iPhone’s improved battery, and with a strong mobile connection. To the familiar voice of Nick Grimshaw, the crowd parts to create a visual ‘fast lane’ around her, with the film bringing EE’s Fast Lane to life, showing how customers can stay seamlessly connected on a dedicated section of EE’s 5G+ network, even when the network is busy.

The integrated campaign launches with a 20-second social film and a full-funnel media strategy designed to build awareness, drive consideration and support conversion. The campaign spans online video (OLV), broadcast video on demand (BVOD), subscription video on demand (SVOD), out of home (OOH), radio, digital audio, print, social, search and programmatic channels, with all paid media planned and bought by the OpenConnect team at WPP Media, alongside OOH agency Posterscope.

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “The new iPhone 18 Pro deserves a network that helps customers get even more from it. With the new iPhone’s big leap in battery life and EE’s Fast Lane providing dedicated 5G+ connectivity at the busiest times, our campaign shows how the ultimate iPhone experience is made even better on the UK’s best network. Whether leaving a packed concert or navigating everyday busy moments, we’re giving our customers dedicated access to faster and more reliable connections when they need them most.”

Chris Townsend, Group Creative Director at Saatchi & Saatchi said: “Life doesn't slow down when the network gets busy. Our campaign for EE takes this familiar frustration and shows how Fast Lane on iPhone helps customers stay connected when demand is at its highest. Fast Lane helps customers – literally - cut through the crowd, proving network advantage in a relatable way and showing that when the network is at its busiest, EE is continuing to help customers stay connected to the moments that matter most.”

Rebecca Marshall, SVP at OpenConnect, WPP Media said: “The launch of a new iPhone is one of the biggest moments in the technology calendar, and EE has created a campaign that helps bring the benefits of the new iPhone 18 Pro and Fast Lane to life in a simple and relatable way. Built to increase consideration, the integrated cross-channel campaign reaches customers wherever they are, helping them understand how EE's network can keep them connected during all the important moments."

The iPhone 18 line-up is available with a wide range of EE price plans. In addition, EE is making it easier and more affordable for existing customers to upgrade to the latest iPhone models. Customers on eligible Flex Pay plans can take advantage of Early Phone Swap, allowing them to upgrade up to a year early, on selected 36- or 48-month plans. In addition, EE Trade In offers customers another way to save on the latest Apple line-up, making upgrading even more affordable.

To find out more on the iPhone 18 with EE, visit: EE | The UK's Best Mobile Network, Broadband & Tech Deals.

By Maria Navrotskaya, Broadband & TV Product Director, Consumer, BT

With more streaming services, channels and on-demand content available than ever before, choosing what to watch can often feel like the hardest part of the viewing experience.

At EE TV, we're focused on changing that. We're making it easier for customers to discover, organise and enjoy entertainment through a more flexible and personalised home entertainment experience.

That’s why we're delighted to have been recognised at the CSI Awards 2026, one of the broadcast, streaming and TV industry's most respected awards programmes, where EE TV picked up two prestigious awards:

• Best Implementation of AI or GenAI in Media for EE TV Smart Search
• Best TV User Experience for Watchlists on the EE TV app on Apple TV 4K

Together, these award-winning innovations are helping make TV viewing simpler, smarter and more intuitive, for our customers. 

AI that understands what you want to watch

Even when customers know the kind of programme they're in the mood for, finding the right thing to watch isn't always easy.

That's why EE TV includes Smart Search, the winner of the Best Implementation of AI or GenAI in Media award. 

Designed to make content discovery more natural and intuitive, customers can simply describe what they're in the mood for, whether that's "a cosy crime drama" or "something funny about time travel". Smart Search will surface relevant recommendations from across live TV, on-demand services and integrated streaming apps, helping customers spend less time searching and more time watching.

A smarter way to keep track of what you want to watch

With customers increasingly switching between live TV, streaming services and on-demand platforms, it can be difficult to keep track of programmes and films they want to watch. 

Recognised with the Best TV User Experience award, Watchlists gives customers a simple way to save and organise programmes and films from across live TV and streaming services in one place. By bringing everything together, it helps customers keep track of what they want to watch and offers a modern alternative to traditional recording.

Building the future of entertainment

These awards recognise more than individual features. They're recognition of EE TV's ambition to create a more flexible, personalised and converged entertainment experience.

Whether it's helping to find the perfect programme through AI-powered search or bringing content from across live TV and streaming services together in one place, we're focused on removing complexity and giving customers more control over how they discover and enjoy entertainment.

As the way people watch TV continues to evolve, we'll keep investing in experiences that make enjoying great content, simpler than ever.

Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are available to pre-order on 11 September, iPhone 18 Pro and iPhone 18 Pro Max are available to pre-order starting on 12 September, and iPhone Duo is available to pre-order starting on 16 October

EE will be the first in the UK to offer iPhone Handoff - a new capability that enables customers to seamlessly use two devices with a single mobile number, available later this year

EE, the UK's best network, today announced that it will offer the latest Apple lineup, including iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. Combining Apple's most advanced technology with award-winning connectivity, EE is giving consumers and businesses the best possible experience on the UK's best mobile network, because the ultimate Apple device range deserves the ultimate network.

Customer will be able to pre-order iPhone 18 Pro and iPhone 18 Pro Max on 12 September, with availability beginning 18 September. Pre-orders for iPhone Duo begin on 16 October, with availability beginning 23 October. The new Apple Watch lineup and AirPods 5 are available for customers to pre-order on 11 September, with availability beginning 18 September. For complete pricing and availability details, please visit www.ee.co.uk

In addition, EE will be the first in the UK to support Apple’s new iPhone Handoff feature - a new capability that enables customers to easily switch back and forth between two iPhone models with the same mobile number. Available later this year, iPhone Handoff will provide EE customers with even greater flexibility and convenience across their Apple devices.

By combining Apple's latest innovations with EE's award-winning 5G network, consumers and businesses can enjoy a premium connected experience, whether streaming, gaming, creating content, making work video calls or taking card payments on the go. With the UK’s largest 5G coverage and access to EE's advanced 5G+ network in all major towns and cities, EE delivers fast, reliable connectivity that helps customers get the very best from their devices, wherever they are. Paired with Apple's longest-lasting iPhone battery ever, the new line-up gives customers the freedom to do more, stay connected for longer and make the most of every moment.

Customers purchasing a device from the new iPhone line-up can choose from a range of pay monthly plans that combine the UK's best network with exclusive benefits designed to help them get even more from their device. Customers choosing an eligible plan can also benefit from Fast Lane, EE's dedicated 5G+ lane, which delivers faster, more reliable connectivity when the network is at its busiest. Following the launch of iOS 27, customers on compatible iPhone devices will see a 5G+ indicator when connected to EE's advanced 5G+ network, making it easier than ever to enjoy the full power of EE's fastest mobile experience.

EE is also making it easier and more affordable for existing customers to upgrade to the latest iPhone models. Customers on eligible Flex Pay plans can take advantage of Early Phone Swap, allowing them to upgrade up to a year early, on selected 36- or 48-month plans. Small business customers can also enjoy greater flexibility, with the option to upgrade at any time on selected plans. In addition, EE Trade In offers customers another way to save on the latest Apple line-up, making upgrading even more affordable.

Claire Gillies, CEO Consumer, BT said: “We're proud to bring Apple's latest device line-up to customers on EE and to be the UK’s only launch partner for iPhone Handoff, which will be available later this year. From the breakthrough foldable design of iPhone Duo to huge leaps in pro-level performance and battery life across the iPhone 18 Pro line-up, these are some of Apple's best products yet. By combining these innovations with our award-winning connectivity, we're giving customers access to some of the most advanced connected experiences available today.”

She added: “The ultimate iPhone and Apple Watch range deserve the ultimate network, and that's exactly what EE delivers. Powered by the UK's best network, and with access to Fast Lane, our dedicated 5G+ lane, eligible customers can enjoy faster, more reliable connectivity, even at the busiest times. And with benefits such as Early Phone Swap and EE Trade In, we're making it easier and more affordable than ever for customers to upgrade to Apple's latest products on EE."

Consumers and businesses can pre-order the latest Apple devices now from EE stores, EE telesales and online. For complete pricing and availability details, please visit www.ee.co.uk

The latest iPhone models

iPhone Duo is the first foldable iPhone, featuring a breakthrough design that’s beautiful, versatile, and durable. iPhone Duo opens to a large 7.6-inch inner display for viewing content, gaming, and multitasking, and closes to a compact, pocketable 5.4-inch outer display. Built to last with an innovative hardware design and precision hinge, iPhone Duo is powered by A20 Pro to deliver pro performance and impressive all-day battery life, and offers an advanced camera system, with the folding design unlocking fun new ways to use the camera that aren’t possible on any other iPhone. iOS 27 is also reimagined for the versatile ways users can interact with iPhone Duo. iPhone 18 Pro and iPhone 18 Pro Max offer the new 48MP Fusion Main camera with variable aperture, the most advanced camera Apple has ever made, and new Pro controls let users customise their experience. Powered by A20 Pro, iPhone 18 Pro and iPhone 18 Pro Max deliver huge leaps in battery life and performance. iPhone Duo and iPhone 18 Pro models feature Apple Intelligence1 and Siri AI2, an entirely new version of Siri, rolling out in beta in English with iOS 27, to bring AI capabilities together with a user’s personal context to become an intelligent personal hub with privacy and security at the core. iPhone Duo is available in two refined colours: star white and night sky. iPhone 18 Pro and iPhone 18 Pro Max are available in four elegant finishes: black, silver, glacier, and an all-new burgundy.

iPhone Duo and iPhone 18 Pro models feature eSIM3, offering greater flexibility, better security, and seamless connectivity compared to traditional physical SIM cards. iPhone Duo features an eSIM-only design that saves internal space to maximise battery capacity.

The newest Apple Watch models

Apple Watch Series 12 and Apple Watch Ultra 4 offer the most accurate heart rate sensing in a wearable4. Apple Watch Series 12 and Apple Watch Ultra 4 have been engineered with the new Health Sensing System and S11 chip to offer an enhanced suite of health and fitness features including a new readiness score, higher-frequency heart rate and heart rate variability (HRV) measurements, plus extended workout battery life and faster charging. Both models also offer 5G cellular capabilities. Apple Watch Series 12 is available in 42mm and 46mm sizes in an array of beautiful finishes, including dark bronze, black, light gold, and space grey aluminium; radiant gold and natural titanium; and a stunning ceramic material, in pearl white and night blue. Apple Watch Ultra 4 is available in natural and black titanium.

With watchOS 27, Apple Intelligence comes to the wrist, bringing Siri AI to Apple Watch Series 12 and Apple Watch Ultra 4 with personal context understanding and broad world knowledge.5 Arriving later this year, new Audio Intelligence features roll out in beta in English to help users stay aware of the world around them, catch what they missed, and remember key moments — with user control, privacy, security, and accessibility at the centre of their design6.

AirPods 5

AirPods 5 deliver the industry’s best Active Noise Cancellation (ANC)7 in an open-ear design, powered by a new multiport acoustic architecture and next-generation Adaptive EQ for even more immersive sound. Their breakthrough open-ear ANC removes up to 50 percent more external noise compared to the previous generation, alongside a more natural Transparency mode. Combined with Siri AI and iPhone, AirPods enable users to draw on their personal context and get answers with broad world knowledge, entirely hands-free. Users can also respond to Siri using head gestures or use Live Translation to help connect across languages. For users who want even more, AirPods 5 with Wireless Charging Case adds longer battery life and on-stem volume control.8

EE will offer Apple’s latest products including iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. Customers will be able to pre order iPhone 18 Pro and iPhone 18 Pro Max on Saturday, September 12, with availability beginning Friday, September 18. Pre-orders for iPhone Duo begin Friday, October 16, with availability beginning Friday, October 23. The new Apple Watch models and AirPods 5 are available for customers to pre-order Friday 11 September, with availability beginning Friday, September 18. For complete pricing and availability details, please visit www.ee.co.uk

EE has today announced it is bringing ‘Parents’ Evening’ sessions to the high-street for millions of parents, in time for the back-to-school season. The free, one-to-one bookable appointments have been designed to help families manage young people’s online safety and social media use. The intervention builds on a suite of support already offered to young people, including Safer SIMs and smartphone guidance.

It comes as millions of families across the UK prepare for a return to school this week. EE is setting the stage for a national conversation between parents and teachers about smartphone safety, at a time when it is needed most.

Smartphone ownership is now the norm among secondary school children, with nine in 10 (93%) expected to walk through the school gates with one in their pocket this week. But new research from EE finds parents, teachers and pupils are all expecting fallout from a summer of out-of-school screentime to spill into the classroom this term and are calling for help making the return to routine easier.

Secondary school teachers have a unique perspective on the matter. According to EE’s research, nine in 10 (87%) have seen concentration spans shorten in recent years. A further 85% are seeing issues originating online, from group chat fallouts to late-night scrolling, routinely disrupt lessons and eat into valuable learning time.

It’s a challenge most pronounced in the weeks after the summer holidays. Two in five teachers (39%) say re-establishing phone rules and expectations with pupils in the first few weeks of term is significantly harder than at any other point in the year.

Matthew Burton, Headteacher of Thornhill Community Academy and star of Channel 4's Educating Yorkshire, said: "Establishing good routines after a long summer holiday is crucial. We often see pupils come back to school after six weeks of relative freedom online and land with a bump at their school desk. For teachers, a lot of the first half of term is spent getting pupils to shake those bad habits and refocus on their studies.

“This isn’t about demonising parents for letting kids use smart devices; with the right guardrails they can be an invaluable resource. But as a parent myself I know that the conversations that make the biggest difference happen at the kitchen table, so I wanted this homework sheet to give parents some genuinely useful tips to give their children the best possible start to the new school year."

Parents under pressure

At home, the picture is similar. Nearly three quarters of pupils (72%) say smartphones and social media have led to arguments with their parents this summer, and a third (34%) of parents say the return to school adds further pressure as children readjust after heavier-than-usual screen use.

For parents, the concern is as much about promoting safe use as it is curbing over-use. Almost a third (31%) are concerned that their child is experiencing negative or harmful content online.

More than half (55%) say the pace of technological change is overwhelming, making it difficult to judge whether they are setting the right rules at home. A similar proportion (52%) say dedicated sessions on children's online safety would help them navigate the period.

Claire Gillies, CEO, Consumer at BT’s Consumer Division said: "The digital world brings huge opportunities for young people, but it can also be a source of anxiety for parents. As a parent of a teenager myself, I understand those challenges firsthand. That’s why we’re committed to giving families practical support and trusted advice when they need it most.

“As the UK’s best network for families, we are committed to helping people stay connected with confidence. From our ‘Parents Evening’ sessions to Safer SIMs and smartphone guidance, EE is helping families make informed decisions as children head back to school. We’ve made tens of thousands of appointments available in our stores nationwide, and I encourage parents to take advantage of that support.”

Parents’ Evenings

Throughout September, free half-hour online safety appointments will be available in EE stores nationwide, giving parents one-to-one time with a trained colleague to set up parental controls, review app settings and talk through the questions they are not sure how to ask. The sessions will also be available throughout the academic year, so parents can book in a refresher session every term.

EE has also worked with headteacher and Educating Yorkshire star Matthew Burton, alongside teachers from across the country, to create a free 'homework sheet' for parents. The ten-minute exercise is designed to help parents start the conversation and set up effective parental controls before the new term gets under way.

Appointments are available from today and can be booked online, in-store or over the phone. The free 'homework sheet' can be downloaded online here.

Preparing for the ban

Adding to the uncertainty, is the upcoming social media ban, earmarked for enforcement from Spring 2027. Seven in ten (70%) parents are glad the government has stepped in, but most (60%) are worried that the restrictions will be difficult to enforce.

And their concerns are not unfounded. Almost half (44%) of 11 to 15-year-olds due to be affected by the ban say they have already discussed with their peers how to get around the restrictions, while 56% of 11 to 17-year-olds expect they will switch to different apps once it takes effect.

Concerningly, one in six (16%) parents mistakenly believe the ban is coming into force this week, which may leave up to one million young people unsupervised by their parents online.

Rachel Huggins, CEO of Internet Matters said: “Many parents tell us they feel overwhelmed when it comes to their children’s online safety and that managing children’s screentime can feel like a constant battle. After a summer of changed routines and often increased screen use, the start of a new school year can be an ideal opportunity for families to reset digital habits and expectations together.

“One of the best places to start is with open and honest family conversations.  Taking an interest in children's online lives, discussing why boundaries and balance on screen use are important and making sure they know they won't be blamed if something goes wrong can help create the trust they need to seek support when it matters most.

“The EE homework sheet is a useful way to help parents kick-start those conversations, while EE's Parents' Evenings make it easier for busy families to access practical support on parental controls and online safety settings. Conversations and controls go hand in hand, and together they can help children enjoy the benefits of the digital world safely and confidently.”

EE offers a suite of online safety tools to help families navigate changing online rules, from Safer SIMs, dedicated mobile plans for under-18s, to robust content filters at network level and parental controls on home Wi-Fi. To help spark important conversations about responsible device use, EE’s P.H.O.N.E. Contract, a free resource designed to help parents and children get on the same page about device use dos and don’ts, is available to download here.

Appointments are free to book at https://ee.co.uk/store-finder or in any EE store. The 'homework sheet' can be downloaded here. 

ENDS

Methodology

Research conducted by Opinium (member of the British Polling Council) on behalf of EE among 1,000 UK parents of secondary school children, 1,000 young people aged 11 to 17, and 100 secondary school teachers, between the 14^th and 20^th August 2026.

About the social media ban

The UK government announced on 15 June 2026 that social media platforms will be prohibited from offering services to under-16s, with regulations expected before the end of 2026 and protections coming into force in Spring 2027. Affected platforms include Snapchat, TikTok, YouTube, Instagram, Facebook and X. Messaging services including WhatsApp and Signal are excluded. Enforcement sits with platforms rather than parents or children.

About the homework sheet

Developed with Matthew Burton, Headteacher of Thornhill Community Academy, Dewsbury, Manny Botwe, Headteacher of Tytherington School, Macclesfield, and President of the Association for School and College Leaders, and Chris Tooley, Principal of The Netherhall School, Cambridge. Free to download online, here.

• EE is one of the priority retailers for the extremely sought after XBOX Series X25 Limited Edition console

• Finished in translucent OG green and inspired by one of the most iconic XBOX designs in the brand's 25-year history, the Series X25 Limited Edition combines nostalgic design with the full power of a modern XBOX Series X, arriving in November 2026

• Fans can pre-order the limited-edition products online or at any EE Store across the UK

• In celebration of the launch, EE’s flagship Studio store in Westfield, White City will also showcase a giant XBOX Series X25 installation designed for the ultimate fan photo moment

• To pre-order the XBOX Series X25 Limited Edition, visit: https://ee.co.uk/gaming/xbox

London, 27 August 2026 - EE, the UK's number one network for gaming, has today announced it is one of only three retailers in the UK selected to offer the XBOX Series X25 Limited Edition available for pre-order from today (27^thAugust). The launch marks a landmark moment in gaming history, the 25th anniversary of XBOX, and is another step forward for EE in its journey to becoming the UK’s number one destination for gaming.

Available to purchase from £759 the XBOX Series X25 Limited Edition is a bold reimagining of one of gaming's most iconic console designs. Finished in translucent OG green, a nod to the original XBOX that started it all, it features a new "X" animation that lights up green when you power it on, along with the "XBOX 25" mark that signals its place in the pantheon of gaming hardware.

Joining the console is the XBOX X25 Special Edition controller, which packs 25 years of design into every detail and is available to purchase for £74.99. For the first time, fans can see through the back case and battery door, revealing the classic XBOX logo. Original-colour ABXY buttons bring the past forward, while the green XBOX button calls back to the moment the first green "X" burst onto the scene.

Pre-orders opened today, following the worldwide announcement at Gamescom 2026. With stock limited and demand expected to be high ahead of the console's November 2026 arrival, fans are encouraged to secure their pre-order early at their nearest EE store or at https://ee.co.uk/gaming/xbox.

Experience the XBOX Series X25 Limited Edition at the EE Studio

To mark the launch, EE is bringing the XBOX Series X25 Limited Edition to life at its flagship EE Studio store in Westfield London, White City. From 27th August until mid-September, fans can get up close to a spectacular 2.8-metre-high XBOX Series X25 and controller installation, a larger-than-life centrepiece designed for the ultimate fan photo moment.

The EE Studio, which opened in June 2023, is the UK's largest telco retail space, combining physical and digital experiences to guide visitors through every stage of their connected lives. The store features various experience zones, including a dedicated Gaming Zone which gives fans the chance to get hands-on with the latest gaming experiences.

To further celebrate the launch, customers who pre-order the XBOX Series X25 Limited Edition with EE can enter a prize draw for the chance to win a £500 EE Game Card. To enter, customers should complete the prize draw form via the XBOX Series X25 Product page at https://ee.co.uk/gaming/xbox-x25-competition after pre-ordering. Customers pre-ordering in store should remember to complete the online form too.

Nichola Chandler, Partnerships Director at EE, said: “We know the launch of the XBOX Series X25 Limited Edition is a huge moment for fans of this iconic brand, and EE is proud to be one of only three UK retailers bringing it to them. From pre-order through to play, we're focused on delivering an outstanding experience for gamers.

Combined with EE's award-winning network and broadband connectivity, we're helping customers get the very best from gaming, whether they're downloading the latest titles, playing online with friends or streaming content. It's another major milestone in our journey to make EE the home of gaming in the UK”.

To pre-order the XBOX Series X25 console and XBOX X25 Special Edition Controller, visit https://ee.co.uk/gaming/xboxor head to your local EE store.

For further information, visit: ee.co.uk/gaming

• The Google Pixel 11, 11 Pro, and 11 Pro XL and 11 Pro Fold are now available to pre-order on EE's award-winning network via EE shops, EE telesales and EE.co.uk
• New and upgrading customers can save up to £1,306 on the Pixel 11 Pro XL with EE's introductory offer, which includes 125GB of data, unlimited minutes and texts, plus access to EE's award-winning network
• Those trading in eligible smartphones can also save up to £528 on the new Google Pixel 11 series

12^th August 2026, London: EE today announced that customers can now pre-order Google’s latest smartphone range, the Google Pixel 11 series, through EE shops, EE telesales and EE.co.uk. The Google Pixel 11 series is the perfect accompaniment to EE’s award-winning 5G standalone network, with EE being crowned the UK’s best network by RootMetrics® for a record-breaking 12 years in a row.

The latest Pixel handsets introduce a host of new features, powered by Gemini Intelligence at their core. From the Pixel 11’s striking design and powerful camera, to the Pixel 11 Pro and Pro XL’s eye-catching design, to the ultra-thin yet powerful Pixel 11 Pro Fold, which features a brighter display, a more durable design and effortless multitasking, there’s a device to suit every lifestyle.

Google Pixel 11 Series Pricing

The Google Pixel 11, 11 Pro, 11 Pro XL and 11 Pro Fold are available to pre-order across a wide range of plans immediately from EE, with new and upgrading customers able to save up to £1,306 on the Pixel 11 Pro XL

Other EE price plans include the following 48-month Flex-Pay agreement options, with these offers running from 12^th August until 27^th August.

• The Google Pixel 11 Pro Fold is available for £30 upfront and £50 per month on a 48-month contract – offering a total saving of £1,248
• The Google Pixel 11 Pro XL is available for £30 upfront and £38 per month on a 48-month Flex Pay plan – offering a total saving of £1,306
• The Google Pixel 11 is available for £30 upfront and £33 per month on a 48-month Flex Pay plan – offering a total saving of £712
• The Google Pixel 11 Pro is available for £30 upfront and £47 per month on a 48-month Flex Play plan – offering a total saving of £626

EE Trade-in Offers

Customers who trade in an eligible smartphone in any condition with EE can save up to £528 on a new Google Pixel handset from 12^th August until 1^st September.

Example EE trade-in offers include:

• Trade in an eligible smartphone in any condition and save up to £336 when you buy a Google Pixel 11.
• Trade in an eligible smartphone in any condition and save up to £432 when you buy a Pixel 11 Pro.
• Trade in an eligible smartphone in any condition and save up £528 when you buy a Google pixel 11 Pro XL or Google Pixel 11 Pro Fold.

Google Pixel Watch 5

Customers purchasing a new Google Pixel handset with EE can also add the new Google Pixel Watch 5 at a discounted monthly price from just £16 per month, making it even easier to stay connected.

Customers can take advantage of the following promotional offers:

• Google Pixel Watch 5 45mm is available to add from £18 per month during the from 12^th August until 27^th August
• Google Pixel Watch 5 41mm is available to add from £16 per month during the from 12^th August until 27^th August

Buds Pro 2

Customers ordering a Google Pixel handset with EE on a Pay monthly contract can also claim Google Pixel Buds Pro 2 for £1 from 12^th August until 27^th August. Customers will receive a voucher code 14-30 days post purchase to claim the new Buds Pro 2 for £1. Eligibility applies.

Accessories

Save 30% off phone cases for the Pixel 11 Series when bundling with the new Pixel 11 series, from 12^th August to 30^th September. Additionally, customers can get a 50% discount on all Pixel chargers when bundling with the new Pixel 11 series. Offer ending on 1^st September.

Nichola Chandler, Partnerships Director at EE, said: “The new Google pixel 11 Series gives customers more ways to create, connect and get things done with the power of Gemini Intelligence built in. From capturing incredible photos videos with an advanced Pixel Camera, to using Gemini to simplify everyday tasks and unlock new levels of creativity, the Pixel 11 Series is designed to help people make the most of every moment. Paired with EE’s award-winning 5G network, customers can enjoy fast, reliable connectivity that helps them get the very best from their Google Pixel experience”

For more information on the new Google Pixel 11 series from EE, please visit www.ee.co.uk

Sharon Meadows, Managing Director, Marketing & Commercial, EE

For many of us, our smartphone is one of the most important pieces of technology we own. Whether it's keeping in touch with family and friends, managing our finances, capturing memories or streaming entertainment on the go, we rely on our devices every day.

Having access to the right device shouldn't feel out of reach. Yet as technology continues to evolve, affordability remains an important consideration for many households. As cost-of-living pressures continue, many people are taking steps to better manage their household budgets, with some cutting back on non-essential spending and others shopping around more carefully before making purchases.

That's why we're expanding EE Flex Pay, giving customers greater freedom to choose how they pay for the devices they want. Customers can now choose from 12, 24, 36 or 48-month repayment terms on eligible smartphones, making it easier to access the latest technology in a way that works for their individual circumstances.

Introducing New 48-Month Smartphone Repayment Options

The introduction of a new 48-month device agreement through EE Flex Pay gives customers another way to spread the cost of a smartphone and keep their monthly payments lower.

Whether they're looking to upgrade to the latest flagship device, better manage their monthly spending or find a payment option that works around their circumstances, the expanded range of repayment terms gives customers greater control over how they pay.

What is EE Flex Pay?

EE Flex Pay separates the cost of the handset from the airtime plan, enabling customers to spread the cost of their device over a timeframe that works for them.

Customers who choose a 48-month device agreement continue to benefit from a separate 24-month airtime plan and can settle their remaining device balance at any time.

Even more ways to save on your next smartphone

The expansion of Flex Pay is part of EE's wider commitment to helping customers access great technology in a way that works for them.

Customers can also make upgrading more affordable through EE Trade In, turning old devices into cash that can be put towards a new phone.

The service provides an instant quote, free postage and fast payment, making it easier than ever to give old technology a second life.

For customers looking to save money while making a more sustainable choice, EE's refurbished smartphone range offers high-quality Apple and Samsung devices with pay monthly plans or device agreements and airtime plans. Every refurbished device undergoes a rigorous 53-point inspection and comes with an extended warranty.

Putting customers in control

Whether it's choosing a shorter 12-month repayment term to pay off a device sooner, spreading the cost over 48 months to reduce monthly outgoings, trading in an existing handset or opting for a refurbished device, EE is giving customers more ways to access the devices they want.

EE Flex Pay: At a glance

• EE Flex Pay now offers 12, 24, 36 and 48-month device repayment terms
• Customers can choose the repayment option that best suits their budget and needs
• Device and airtime costs are separated, providing greater flexibility
• Customers on a 48-month device agreement continue to benefit from a separate 24-month airtime plan
• Customers can settle their remaining device balance at any time

Frequently Asked Questions

Does EE offer 48-month smartphone repayment terms?

Yes. EE customers can choose a 48-month repayment term on eligible smartphones through EE Flex Pay.

What repayment terms are available through EE Flex Pay?

EE Flex Pay offers customers a choice of 12, 24, 36 or 48-month device repayment terms on eligible smartphones.

What is EE Flex Pay?

EE Flex Pay separates the cost of the handset from the airtime plan, allowing customers to spread the cost of an eligible smartphone over a repayment term that suits them.

Can customers pay off their device early?

Yes. Customers can settle their remaining device balance at any time.

• EE’s Early Phone Swap gives customers the freedom to get their hands on any new phone a year early, by swapping their old one for a new one at no extra cost.
• Customers can stay ahead with access to the latest flagship devices every year, from the iPhone 17 and Samsung Galaxy S26 Ultra to the Google Pixel 10 Pro XL, all powered by 5G+ on the UK’s best network
• The launch comes as EE introduces new 12 and 48 month Flex Pay contract lengths, giving customers even greater flexibility and choice
   

London, 11th August 2026 – EE has today announced the rollout of Early Phone Swap, available immediately to all customers on its Flex Pay contracts, making it easier than ever to get the latest handsets on the UK’s best network.

Early Phone Swap is now available to nearly one million EE customers, both in-store and over the phone, giving them the freedom to upgrade to any new or refurbished handset a year early at no extra cost. Whether they’ve got their eye on the latest release, are dealing with a damaged device or cracked screen, or their battery just isn’t lasting like it used to, customers can quickly and easily switch to a better phone and enjoy that ‘new phone feeling’, without having to wait until the end of their contract. 

Unlike other providers, customers can use Early Phone Swap to choose any new phone that they fancy. They simply need to pick the handset they want and send their old one back to EE in good working order. If the phone is worth more than the balance left to pay on their device plan, EE will credit the difference to their bank account, so they won’t miss out. 

Buying a handset with EE means customers get much more than just a new device. Whether choosing a brand-new or refurbished phone, customers can spread the cost interest-free with a choice of flexible 12, 24, 36 or 48-month Flex Pay plans to suit their budget. Those opting for a refurbished device can also choose from EE's newly launched 'Very Good' range, offering even more value without compromising on quality. 

Every handset comes with an extended warranty for added peace of mind, while EE's expert support is on hand if anything goes wrong, with repairs available from as little as two hours or fast access to specialist technicians. Combined with 100% UK and Ireland-based customer service teams and more than 400 retail stores within easy reach of almost 90% of the UK population, EE gives customers the confidence that help and support are always close at hand.

The launch of Early Phone Swap comes alongside the introduction of new 12 and 48 month Flex Pay contract lengths, giving customers even more options when choosing a plan that suits their lifestyle and budget. Together, these changes represent a significant step forward in the way EE gives flexibility to its customers, backed by the strength of the UK’s best network.  

Sharon Meadows, Managing Director, Marketing & Commercial, EE said “We know our customers want the very best devices and the freedom to get the phone they really want. Early Phone Swap puts that power firmly in their hands, letting them swap their old phone and get something new every year, on the UK’s best network and at no extra cost.”

“Whether you’re dealing with a cracked screen, a phone that’s past its best or you simply want to get your hands on the latest and greatest handsets, Early Phone Swap makes the whole process simple and straightforward for our Flex Pay customers.”

For more information on Early Phone Swap, visit ee.co.uk/why-ee/early-phone-swap.

• EE has launched all-new Advanced Full Fibre broadband, offering download speeds of 2.3Gbps and 8Gbps, on next-generation XGS-PON technology
• The service delivers broadband speeds up to 222 times faster than standard superfast fibre, and a rock-solid connection with capacity to connect up to 190 of the latest devices simultaneously.
• EE’s Advanced Full Fibre has launched in Guildford, Woking and surrounding areas, with availability set to expand further as Openreach continues its national XGS-PON rollout

EE, the UK's fastest-growing broadband provider, today launched Advanced Full Fibre broadband in Guildford, Woking and surrounding areas, becoming the first major UK provider to offer broadband speeds of up to 8Gbps on next-generation XGS-PON technology.

Following a successful customer trial earlier this year, EE's Advanced Full Fibre is now available for customers in eligible postcodes. With download speeds of 2.3Gbps and 8Gbps available from launch, the service is designed to support increasingly connected households both today and in the future. EE’s Advanced Full Fibre 2.3Gbps plan is available from £54.99 per month, and the 8Gbps plan is available from £74.99 per month.

Built on next-generation XGS-PON technology delivered over the Openreach network, Advanced Full Fibre delivers rock-solid reliability and speeds up to 222 times faster than standard superfast fibre broadband. Designed for the demands of modern households, Advanced Full Fibre supports bandwidth-intensive activities such as 4K and 8K streaming, online gaming, remote working, video conferencing and smart home technology. Its ultra-fast upload and download capabilities also make it ideal for customers who regularly upload large files, create content, back up data to the cloud or rely on seamless video collaboration. With the capacity to support up to 190 of the latest connected devices simultaneously without any drop in performance, Advanced Full Fibre is built not only for the demands of modern households today, but for the connected experiences of tomorrow.

Luciano Oliveira, Director of Product, Home and TV, EE said “Today marks a major milestone for EE as we become the first major UK provider to offer broadband speeds of up to 8Gbps on next-generation XGS-PON technology. As homes become more connected and customers place greater demands on their broadband, we're investing in the technologies that will power the next generation of digital experiences. Advanced Full Fibre combines exceptional speed, reliability and capacity, giving customers the confidence to do more online today while being ready for whatever comes next. We're delighted that households in Guildford, Woking and the surrounding areas are the first to benefit, and we look forward to bringing this capability to more homes across the UK.”

Eligible customers can sign up at ee.co.uk/broadband/advanced-full-fibre

• Samsung’s all-new Samsung Galaxy Z8 Series is available to pre-order on EE from just £47 per month, with savings of up to £528 also available to customers who trade in select Samsung devices
• EE is also offering the new Samsung Galaxy Watch9 and Galaxy Watch Ultra2, with customers able to save up to £18 per month when they buy alongside a new handset
• For the ultimate listening experience, customers who pre order a new handset can claim the Samsung Galaxy Buds4 Pro for just £1

LONDON, July 22nd 2026: EE today announced that Samsung’s all new Galaxy Z8 series, including the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8, is available to pre-order now on EE via EE stores, EE tele-sales and ee.co.uk. 

The new Galaxy Z8 Series comes with a host of new features, ranging from the Galaxy Z Fold8’s wider foldable display the Galaxy Z Fold8 Ultra’s powerful Multi Window functionality and the Galaxy Z Flip8’s FlexCam, making it the perfect accompaniment to EE’s award-winning 5G network.

The latest handsets bring a new era of foldable technology, with immersive displays, enhanced productivity features and new ways to capture and personalise content across the Galaxy Z8 Series .  

EE Samsung Galaxy Z8 Series Pricing

The Galaxy Z8 series is available now to pre-order, with new and upgrading customers able to save up to £1056 on the handsets in addition to any trade-in savings.

Example EE pricing includes the following options:

• Samsung Galaxy Z Fold8 is available from EE for £54per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a total saving of £1056
• Samsung Galaxy Z Fold8 Ultra is available from EE for £59 per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a saving of £1056
• Samsung Galaxy Z Flip8 is available from EE for £47 per month, plus £30 upfront with a 125GB per month data allowance on an Essential Plan and a 48-month Flex Pay agreement – offering a saving of £768 

SIM-free purchase

The Samsung Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 are also available to pre-order on a SIM-free contract. 

Customers making a SIM-free purchase will even be able to spread the cost of 24 months on 0% finance on the EE marketplace.

Samsung Galaxy Buds4 Pro

For the ultimate listening experience, customers can claim Samsung Galaxy Buds4 Pro for just £1, when purchasing the Galaxy Z8 Series on a PAY Monthly plan from 22 July to 6 August.

Available with the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8, the Buds4 Pro deliver an advanced, more personal listening experience. The new Galaxy Buds4 Pro feature an all-new design, with built-in interactive AI features like real-time translation, AI hands-free gestures and Samsung’s best ever Active Noise Cancellation.

Trade-in offers

Customers who trade in an eligible smartphone with EE can save up to an additional £528 on the new Samsung Galaxy S26 series, when they trade in their old Samsung device, in any condition. 

Example EE trade-in offers include:

• Customers trading in the Galaxy Z Flip3, Z Flip4 or Z Flip5, Galaxy Z Fold2, Z Fold3 or Z Fold4, Galaxy S20, S20+, S20 Ultra, S20 FE, Galaxy S21, S21+, S21 Ultra, S21 FE, Galaxy S22, S22+ or S22 Ultra, or Galaxy S23 FE can save up to £240
• Customers trading in the Galaxy Z Flip6, Galaxy Z Fold5, Galaxy S23, S23+, S23 Ultra, or Galaxy S24 FE can save up to £288
• Customers trading in the Galaxy Z Flip7, Galaxy Z Flip7 FE, Galaxy Z Fold6, Galaxy S24, Galaxy S24+, Galaxy S25 Edge, Galaxy S25 FE, Galaxy S25 128 GB can save up to £336
• Customers trading in the Galaxy S24 Ultra, Galaxy S25 256GB or 512GB, or Galaxy S25+ can save up to £432
• Customers trading in the Galaxy Z Fold7 or S25 Ultra can save up to £528

Samsung Galaxy Watch9 and Galaxy Watch Ultra2 on EE

EE is also offering the new Samsung Galaxy Watch9 and Samsung Galaxy Watch Ultra2, giving customers even more ways to stay connected on the UK's best network, while accessing advanced health and fitness features. When paired with one of Samsung’s latest foldable devices, customers can track key health and fitness metrics and access detailed insights through the redesigned Samsung health app. 

The Galaxy Watch9 helps customers stay on top of their wellbeing with enhanced health tracking features, including heart health, sleep and energy insights powered by Galaxy AI. 

Designed for outdoor adventures, the Samsung Galaxy Watch Ultra2 combines advanced health and fitness tracking with enhanced navigation features. Customers can benefit from Dual GPS navigation for greater accuracy, while the 800mAh battery is designed to support extended workouts, whilst the new Trail Run feature gives turn by turn route guidance, information on upcoming ascents and real time hydration alerts. 

Customers can take advantage of the following promotional offers:

• Samsung Galaxy Watch9 40mm is available from £16 per month, saving £12 per month
• Samsung Galaxy Watch9 44mm is available from £18 per month, saving £12 per month
• Samsung Galaxy Watch Ultra2 47mm is available from £23 per month, saving £17 per month

The Galaxy Watch9 will be available from 22nd July to 6th August, while the Galaxy Watch Ultra2 launch offer will run from 22nd July to 27th August, providing an upsell opportunity throughout the pre-order and launch period.

Nichola Chandler, Partnerships Director at EE, said: “The new Samsung Galaxy Z8 Series gives customers even more ways to create, work and stay entertained, wherever they are. Whether it's capturing amazing content, multitasking on the move or enjoying immersive viewing on the stunning foldable display, the Z8 Series is designed to help people do more with their device. Combined with EE's award-winning 5G network, customers can enjoy fast, reliable connectivity that helps them get the very best from every moment.”

For more information on the new Samsung Galaxy Z8 series devices from EE, please visit www.ee.co.uk

END

EE is today launching an immersive Netflix-inspired sensory booth in its flagship EE Studio, inviting TV and film fans to step into their favourite shows and experience them like never before.

Designed to showcase the huge range of content available to stream on Netflix through EE TV, the pop-up will bring some of the platform’s most popular shows to life. From the heart-pounding mystery of Legends and Will Farrell’s laugh-out-loud comedy The Hawk, to the thrilling competition of WWE Raw, shoppers can choose their own adventure from three genres and be transported straight into the action.

Those approaching the thriller portal will find themselves uncovering mysteries in an eerie hallway covered in crime scene tape.

For some light relief, the comedy door will recreate the atmosphere inside a stand-up comedy club lounge, complete with an on cue laugh track and a gallery wall of some iconic funny moments.

And, for those wanting to get closer to a busy summer of sport, the sports portal will transport shoppers straight into the middle of a stadium, astro turf on the ground and the soft scent of fresh-cut grass in the air.

Emerging from the sensory booth, shoppers can also look forward to exclusive Netflix merchandise.

Asif Aziz, Retail Director at EE, comments: “TV has changed dramatically in recent years, giving people more choice, flexibility and control over what they watch, wherever they are. At EE, we’re always looking for new ways to bring fans closer to the entertainment they love, which is why we are excited to launch this immersive retail experience in our EE Studio and Experience Stores.

"Whether you are into thrillers, comedy or sport, it’s a fun reminder of the must-watch Netflix shows available through EE TV. We encourage TV and film fans alike to come into our store, experience it for themselves and speak to our expert EE Guides about flexible TV packages that are right for them."

Joshua Walker, Director, Marketing Partnerships - Northern Europe at Netflix, said: “This summer, Netflix is packed with feel-good favourites, and through EE TV it’s easier than ever for households to find something to watch together. We’re excited that people get to dive into these worlds in the EE store over the summer as we build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix."

EE TV is designed to offer a flexible TV experience for the busiest homes. EE TV includes flexible content packages and a choice of hardware with the EE TV App on Apple TV 4K, alongside EE’s own set-top box range and a multi-room option. With EE TV, customers can enjoy free-to-air TV, TNT Sports, Sky Channels and Sky Originals, plus every series from HBO Max Basic with Ads with NOW – and seamlessly access apps like Netflix and Apple TV too, which are included with most packages.

They also have the freedom to change their package every month, so they get even better value. Plus, customers who have EE Broadband, EE Mobile and EE TV together will become an EE One customer and get access to exclusive savings for the whole household.

Those wanting a slice of the action can head to the EE Studio in London’s Westfield, White City from 10 am on Saturday, 18th July, through to Wednesday, 22nd July. The Netflix-themed sensory booth will then head over to the West Midlands, with pop-ups taking over EE’s Experience Stores in Birmingham Bull Ring and Merry Hill.

To find out more about EE TV, visit: https://ee.co.uk/tv/partners/netflix

All day on Wednesday 15^th July, EE Pay Monthly, PAYG and SME customers*, will enjoy free data throughout the UK to stay connected during the match – whether streaming the game, messaging friends, checking the latest scores or celebrating every goal online. 

As England's journey in the tournament continues, millions of supporters are expected to tune in from homes, pubs, fan parks and on the move, driving another major spike in mobile data usage after EE customers generated an all-time record peak in traffic during England’s knockout match against DR Congo, which was 42% higher than normal.  

By zero-rating data across its mobile network, EE is ensuring fans can stay connected to the moments that bring people together, wherever they are. 

The initiative follows the launch of EE’s Yes Boys campaign, which shines a light on the growing impact of negative online influences on young boys, and the vital role football plays in building confidence, resilience and positive role models for the next generation. The campaign also forms part of EE's ongoing commitment to supporting young people’s wellbeing. 

Kelly Engstrom, Brand and Marketing Communications Director at EE said: "As proud lead partner of the Home Nations Football Associations, we know the power football has in bringing people together and creating positive moments that inspire the next generation. Through our Yes Boys campaign, we are supporting young people both on and off the pitch – and by offering free data all day, we are helping our customers get closer to the game and the moments that matter most. Whether watching at home, in the pub or following every moment on the move, our customers can count on the UK’s best network to stay connected and get behind England."  

EE will offer free data for its customers in the UK all day on Wednesday 15^th July. If customers have already used up their monthly data allowance, they'll still be able to access mobile data at no additional charge throughout the free data period, ensuring they don't miss a moment of the game. 

*Free data is available on Wednesday 15^th July to all EE Pay Monthly, PAYG and SME consumer customers, not including business plans.  

EE launches EE TV: The Ultimate Flex, a new multi-channel brand campaign showing how households can flex their EE TV package to include Netflix and catch this summer’s unmissable TV hits. From laugh-out-loud comedies and gripping crime dramas to must-watch sport, EE TV customers can enjoy titles on Netflix including Little Brother, Enola Holmes 3, The Hawk and WWE Raw, as well as switch up their sports and entertainment packages monthly. 

The campaign, created by EE’s in-house creative agency, The Exchange, will run across out of home (OOH), radio, social and digital audio and captures the summer holiday juggle, highlighting how households can switch on Netflix through EE TV to find something for everyone. It also highlights how EE TV gives customers better value and control through one simple, easy-to-use service, with the freedom to switch packages each month so they only pay for what they want to watch. 

From 18^th July, EE and Netflix are also bringing the campaign to life in three EE Experience Stores – Studio, London Westfield, Birmingham and Merryfield – inviting customers into a Netflix-inspired sensory booth celebrating the breadth of comedy, crime drama and sport available to watch on Netflix through EE TV. Attendees will also receive exclusive Netflix merchandise. 

Beyond the in-store experience, the campaign extends across interactive social content, experiential activations and EE’s partnership with Heart Radio. Together, they showcase the breadth of entertainment available through EE TV and Netflix, celebrating the freedom for viewers to choose what works for them. 

The media planning and buying for EE TV: The Ultimate Flex was handled by WPP Media’s team OpenConnect, with Posterscope managing the nationwide OOH.  

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “After a long day, there is nothing better than sitting back, switching off and finding something great to watch on TV. At EE, we understand that every household has different tastes and viewing habits that are always changing, which is why we are doing more to make sure EE TV has what they need, when they need it. With flexible packages giving customers access to incredible entertainment – from the best comedies and crime dramas to must-watch sport – EE TV gives customers more choice, flexibility and control over what they watch, all in one simple service.” 

Joshua Walker, Director, Marketing Partnerships - Northern Europe at Netflix said: “This summer, Netflix is packed with feel-good favourites and through EE TV it’s easier than ever for households to find something to watch together. From laugh-out-loud comedies and edge-of-your-seat crime dramas to eye-opening sports documentaries, there’s something for everyone in the family, whatever your mood. We’re excited to build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix this summer and beyond.”

Rebecca Marshall, Client President at OpenConnect, WPP Media, said: “This campaign starts with a reality many households will recognise – everyone wants to watch something different. EE TV’s flexibility solves a genuine viewer tension, and our job was to bring that to life through channels that people are already using to discover their next watch.” 

EE TV is designed to offer a flexible TV experience for the busiest homes. EE TV includes flexible content packages and a choice of hardware with the EE TV App on Apple TV 4K, alongside EE’s own set-top box range and a multi-room option. With EE TV, customers can enjoy free-to-air TV, TNT Sports, Sky Channels and Sky Originals, plus every series from HBO Max Basic with Ads with NOW – and seamlessly access apps like Netflix and Apple TV too. 

They also have the freedom to change their package every month, so they get even better value. Plus, customers who have EE Broadband, EE Mobile and EE TV together will become an EE One customer and get access to exclusive savings for the whole household.  

For more information on EE TV, visit: www.ee.co.uk/tv.  

To find out how to become an EE One customer, visit www.ee.co.uk. 

By Anita Muir, Marketing and Commercial Director, EE

Giving EE One customers even more value

Customers increasingly expect more from the brands they trust: not just great products and services, but joined-up experiences that are simple and deliver real value.

With EE One, we have been doing this for the last two years - bringing mobile, broadband and more together to give our customers a better, more connected experience that rewards their loyalty. EE One is a powerful proposition for households who want brilliant connectivity, greater simplicity and more value from the services they use every day.

To date, EE One has brought over a million households who combine EE Mobile and EE Broadband under one account, access to a range of exclusive benefits, including household savings, unlimited data boosts on eligible existing mobile plans, discounts on additional SIM and handset pay monthly plans, and the option to add EE TV - for an even more connected home experience. 

Building on the success of EE One

Today, we’re building on the success of EE One with the launch of EE One Up – our new rewards programme, designed to thank our EE One customers for choosing us to keep them connected at home and on the go.  

Available through the EE App, EE One Up gives our customers access to a fresh set of rewards every week, bringing together must-have experiences, technology offers and everyday treats. It's another way we're rewarding customer loyalty while delivering even more value on top of the benefits they already receive through EE One. 

Turn your Fridays all the way up

Everyone deserves something to look forward to at the end of the week. That’s why, every Friday, EE One customers can unlock a fresh set of rewards across three categories:

• Turn Up Tickets: Customers will have the chance to win tickets to some of the UK's biggest live events, alongside exclusive experiences from our partners. From major concerts at iconic venues such as Wembley Stadium to unique VIP opportunities, EE One Up helps bring customers closer to the moments that matter most.
• Turn Up Tech: Exclusive offers on the latest phones, gaming products, audio technology and more, helping customers access the best technology for less.
• Turn Up Treats: A range of offers and rewards from brands we know our customers love, making everyday moments that little bit better. 

Launching with experiences customers love

EE One Up launches with ‘a collection of rewards designed to help customers make the most of the Summer season. This week, customers can enter for the chance to win tickets to see Bruno Mars, enjoy a summer strawberry treat with an M&S e-gift card - powered by Lifestyle, and receive 15% off tablets in the EE Tech Store.

Alongside these weekly rewards, customers can benefit from double Airtime Rewards every Friday - when shopping with more than 200 participating retailers, including Boots and ASOS. And there's more to come: customers will soon be able to benefit from six months of free access to Readly*, giving them access to thousands of magazines and newspapers.

Ready to turn your Fridays up?

EE One customers simply need to download the EE App and check in every Friday to discover the latest tickets, tech and treats waiting for them.

Supporting our vision for customer value

At its heart, EE One Up is about saying thank you. Every day, millions of customers trust us to keep them connected on the UK’s best network, and we do not take that loyalty for granted. Whether through EE Rewards, which continues to offer great experiences and offers for EE customers, or through the additional benefits available with EE One Up - we're focused on doing more for our customers, giving them more value, more reasons to feel rewarded and more moments that make being with EE feel even better. By strengthening our role as a trusted connector, we're making those connections work harder for the people who matter most: our customers.

EE, the UK’s best network, today confirmed that customers can now pre-order Grand Theft Auto VI, as EE continues its ongoing ambition to become the UK’s number one destination for gaming.

Customers can secure their copy of one of the most anticipated game releases in history from ee.co.uk/gaming, with an exclusive add to plan offer of £5 a month with £13 upfront, available to secure ahead of the game’s highly anticipated launch on 19th November.

See below for a full pricing line-up for the game as well as various console bundles, all available for purchase on ee.co.uk/gaming:

Game Only

• PlayStation 5 GTA VI - £68
• Xbox GTA VI - £68

Buy console and game bundles together to save more

• PlayStation 5 Pro with GTA VI – £808 – Save £49.99
• PlayStation 5 Disc with GTA VI– £588 – Save £49.99
• Xbox Series X with GTA VI – £543 – Save £24.99

EE home broadband is also the perfect accompaniment for gamers wanting the best online experience when playing GTA VI. EE’s Broadband Made for Gamers bundle includes 1.6Gbps download speeds, Xbox Games Pass Ultimate which features 400+ games, as well as Game Mode, designed to allow gamers to maximise their in-home WiFi connection, providing a truly next-level gaming experience.

For further information, customers should visit: ee.co.uk/gaming

Launched nationwide from 19th June, the campaign marks EE’s first bespoke cinema collaboration of this scale. At its heart is a co-created 30-second film, bringing the much-loved Toy Story characters into a modern family context about tech, trust and growing up in a connected world.

The creative, produced by DCM’s creative arm, DCM Studios, playfully explores what happens when the Toy Story gang encounter technology for the first time - seeing screen time through a child’s eyes and using the story as a springboard for conversations about family life online. It connects directly to EE’s Safer SIMs offering, under 18s smartphone plans designed to give families greater control and reassurance online.

Running across DCM’s cinema estate during a major summer of family releases, the campaign places EE at the centre of a shared family moment – reaching parents and children together, in a high-attention environment. Media planning and partnerships was led by OpenConnect at WPP Media, EE’s dedicated media agency team.

Taking the story beyond the screen

The experience continues well beyond the film itself, with EE bringing the Toy Story 5 world to life across the cinema journey:

• Interactive foyer installations, where families can step into the Toy Story 5 world through photo experiences
• On-site EE Guides, offering practical advice and helping parents explore Safer SIMs in cinemas
• Influencer-led content across EE’s social channels, bringing the experience to life for families at home
• Cinema-wide presence across OOH formats, surrounding audiences from arrival through to screening
• Extended reach via YouTube, amplifying the creative beyond cinema audiences

Together, the campaign blends entertainment with practical support, helping EE play a meaningful role in how families navigate life online.

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “As the UK’s best network for families, we understand that while technology is becoming part of family life earlier than ever, for many parents that brings both excitement and uncertainty. This collaboration lets us bring that conversation directly into a space where we know families spend time together, in a way that feels entertaining, relatable and easy to engage with. By connecting the world of Toy Story 5 with EE’s Safer SIMs, we hope to help families have more open conversations about online safety and digital wellbeing.”

Rebecca Marshall, OpenConnect Client President at WPP Media said: “This is what happens when a collaboration is built around something people genuinely care about. By bringing together a much-loved franchise, a premium cinema environment and a useful solution from EE, we’ve created something that resonates with families in a really natural way.”

Jeremy Kolesar, Head of Creative at DCM added: “Cinema is one of the few places where families can enjoy a story, together and without distraction. That makes it a brilliant setting for a partnership like this. Working with EE on this Toy Story 5 inspired campaign, we’ve created something that goes beyond the screen and stays with audiences long after they leave.”

The collaboration with Disney and Pixar’s Toy Story 5 and DCM forms part of EE’s ongoing mission to connect for good, especially for young people as growing up with technology gets harder. It also builds on EE’s broader commitment to supporting young people’s wellbeing, which last year saw EE launch Safer SIMs - under 18s smartphone plans designed around different levels of independence.

For more information, visit: Safer SIMs | Sim Only Phone Plans for Kids & Teens | EE

·       Disney+ is the latest streaming service app now available on the EE TV Box Pro and EE TV Box Edge 

·       EE TV customers with a Disney+ subscription can now seamlessly access a wide range of additional entertainment and live sports from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN   

·       The addition reinforces EE’s mission to be the UK’s most comprehensive destination for live and on-demand content

London, 18th June – EE today announced that the Disney+ app is now available on the EE TV Box Pro and EE TV Box Edge, giving customers seamless access to the popular streaming service. With Disney+ now available, EE TV offers access to a wider range of films, series and originals without the need to switch devices - helping households spend less time searching for something to watch and more time enjoying it.

Disney+ is the streaming home for entertainment from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN. Customers can enjoy a constantly growing library of blockbuster movies, brand new originals, exclusive hit shows and live sports throughout the year, including Disney’s Zootropolis 2, Marvel Studios’ The Fantastic Four: First Steps, Lucasfilm’s Star Wars: Maul – Shadow Lord, The Testaments, FX’s The Beauty and season two of National Geographic’s Tucci in Italy, and can also look forward to upcoming premieres including British comedy-drama Alice and Steve and season five of FX’s The Bear. It has become a staple in many UK homes, appealing to a broad mix of audiences through its depth of storytelling and range of genres.

Subscription Options Through Disney+
Disney+ offers a range of subscription options, giving customers the flexibility to choose a plan that’s right for them. Billing is managed directly by Disney+:

·       Disney+ Standard with Ads – £5.99 per month

·       Disney+ Standard – £9.99 per month / £99.90 per year

·       Disney+ Premium - £14.99 per month / £149.90 per year

Luciano Oliveira, Director of Product, Home & TV, EE, said: “It's our goal to make EE TV a go-to destination for great entertainment, and adding the Disney+ app reinforces that by bringing an even broader mix of much-loved content to the platform. From big new releases to iconic series and timeless family favourites, it gives customers more of what they love, all in one place.”

Disney+ will be available on the EE TV Box Pro and EE TV Box Edge as an app, giving customers the flexibility to sign up and manage their subscription directly through Disney+. 

To find out more about EE TV, visit ee.co.uk/tv

●      Created by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi, Digitas, Publicis Production and LeShop the work runs across AV, Out of Home (OOH), Digital Out of Home (DOOH), Audio, Social, Online Video, Video on Demand (VOD), Cinema and Retail, with media planned and bought by OpenConnect, part of WPP Media.

●      To discover more, visit: Get the edge and stay ahead with 5G+ | UK’s Best Network | EE

EE, the UK’s best network*, has today launched its new brand campaign, Get the Edge. Created by Publicis Groupe UK’s cross-agency team, the work highlights how customers can get ahead with 5G+ on EE, it’s most powerful and reliable form of 5G connectivity*. 

The campaign creative has been led by Saatchi & Saatchi, and launches with a 60s film showing how EE customers can get the edge when it matters most thanks to the reliability and speed of  5G+ on EE. With 5G+ on EE ten times faster than 4G and providing extra battery life compared to standard 5G, the campaign demonstrates how small advantages like this can often make a huge difference.

All taking place during rush hour at a busy UK train station, the creative brings together a teacher fielding a classful of young children on a school trip, music lovers trying to secure coveted gig tickets, and commuters battling to grab the last e-bike, with each scenario showing how, with 5G+ on EE, they can get the edge, even in the busiest of places.

The work also launches across a reactive national OOH campaign featuring multiple visual representations of EE customers getting ahead of the crowds with 5G+. With bespoke regional placements in cities across the UK, regional OOH focuses on a text message narrative, with local references, highlighting the real life, recognisable pain point of messages not delivering on other networks when it matters most.

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most - whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+ on the UK’s best network, we are doing more to ensure our customers get the best connection possible so they never have to miss out again”.

Ben Mooge, Chief Creative Officer, Publicis Groupe UK, said: “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out. 5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”

The fully integrated campaign spans AV, OOH, DOOH, audio, social, online video, VOD, cinema, customer activation and retail, and has been creatively crafted by a cross-agency team from Publicis Groupe UK, including Saatchi & Saatchi and Digitas, who handled digital content that will go live throughout the summer. Media planning and buying was from OpenConnect, EE’s dedicated team at WPP Media.

Rebecca Marshall, OpenConnect Lead at WPP Media said: “‘The ‘Get the Edge’ campaign is built around moments we all recognise, with EE bringing the benefits of 5G+ to life in those times and places where it’s most needed. By showing up in these spaces, the campaign makes that advantage feel immediately relevant.”

5G+ on EE has been designed to provide customers with stronger mobile internet connections, faster download and upload speeds, and improved video calling, especially in busy locations and at peak times. It also provides extra battery life compared to standard 5G and is ten times faster than 4G, meaning customers can get closer to the front of the queue than the back. Plus with EE’s range of unlimited data plans, as well as Safer SIMs - under-18s smartphone plans designed around different levels of independence - customers can stay in control and ahead when it matters most.

To discover more, visit: Get the edge and stay ahead with 5G+ | UK’s Best Network | EE