“Apple’s big fall iPhone event is tomorrow, but if you’ve been hoping for something new from Beats, prepare to be let down,” Micah Singleton reports for The Verge. “The company does not plan to announce any new hardware from Beats, the largest premium headphone company in the world, a source close to the situation tells The Verge.”

“In fact, any and all evidence surrounding new headphones from the company points toward new products directly from Apple,” Singleton reports. “There’s a strong chance that we’ll see an updated pair of AirPods. There has also been talk about Apple producing its own over-the-ear headphones, which would presumably compete against options from Beats, the headphone company Apple spent $3 billion acquiring.”

“There’s a good chance 2018 will end with no new products from Beats at all, which is uncharted territory for the headphone maker. Since Apple bought Beats Electronics in 2013, its subsidiary has released either a new pair of headphones or a speaker every year until now. That may seem like a jarring shift at first, but upon closer inspection, you’ll notice that Beats has largely only made iterative updates: it’s on the third edition of its Solo, Studio, and Powerbeats lines, all of which have received minor updates over the years instead of releasing truly new and innovative products.”

Beats X earphones featuring the Apple W1 chip

Beats X earphones featuring the Apple W1 chip

Read more in the full article here.

MacDailyNews Take: Does Apple still care about their Beats subsidiary? Probably not very much.

While we can’t think of “Beats” without mentally completing the sentence with “sound like garbage,” Apple should milk the thing for all it’s worth by releasing more than just iterative updates and new colors. Signing athletes and celebrities to endorse them is obviously sound, well-proven strategy, but some truly new products certainly wouldn’t hurt.