Apple buying Beats Electronics: Its best idea since the iPad?

“Apple is finally growing up,” Marcus Wohlsen writes for Wired. “For years, guided by Steve Jobs’ firm hand and relentless vision, the company minted breakthrough after breakthrough. When gadgets appeared from behind Apple’s tightly guarded walls, they were so fully realized, it was hard to remember what life was like without them. But now that Jobs is gone, things have changed. Going years without introducing something radically new, Apple’s famously insular culture has started to look parochial.”

MacDailyNews Take:

• iPhone was released 5 years, 7 months, and 19 days after iPod.
• iPad was released 2 years, 9 months, and 5 days after iPhone.
• Tim Cook has been Apple CEO for 2 years, 8 months, and 16 days.

“That’s why Apple’s reported plans to buy headphone maker Beats for $3.2 billion — as yet unconfirmed by either company — seem like a big step forward,” Wohlsen writes. “The fanboys may bellow that the only real Apple product is hardware Apple makes itself. But the sign of real adulthood is asking for help when you need it. And that’s what Apple would appear to be doing here.”

MacDailyNews Take: Well, whatdayaknow, August came early this year.

“Unlike Google’s purchase of Nest — which carried the same price tag reported by The Financial Times — the fit between Apple and Beats is obvious. Apple’s bestselling product is the iPhone. You plug headphones into an iPhone. Done. But the connection is far more than functional. Beats took a totally banal hardware category, the headphone, and built a stunningly compelling brand — and not by going the audiophile nerd route of ‘my headphones sound better than yours.’ Instead, through a mix of design and marketing smarts, they made headphones cool again,” Wohlsen writes. “If Apple needs anything now, it’s coolness.”

Read more bullshit in the full article here.

MacDailyNews Take: “If Apple needs anything now, it’s coolness?” Seriously? As with his factually incorrect assertion that Apple is going any longer between revolutions than they would have under Steve Jobs, the evidence stands in stark contrast to Wohlsen’s statement:

• Sight unseen: 17% of U.S. teens would pay $350 for an Apple iWatch – April 8, 2014
• 61% of U.S. teens surveyed own an Apple iPhone, up from 55% just three months ago – April 8, 2014
• 67% of U.S. teens expect their next phone to be an Apple iPhone – April 8, 2014
66% of U.S. teens who want a tablet plan to get an Apple iPad – April 8, 2014

Amidst the excrement, at least Wohlsen got one thing right: Beats isn’t about quality sound. As we wrote yesterday, Beats is a triumph of marketing over sound quality.

The following video, “Dr Dre On His Way To Being The First Hip Hop Billionaire: Dre & Tyrese Announce Apple Buying Beats For $3.2 Billion,” contains language that may not be safe for work (NSFW), depending on where you work:

Related articles:
Why would Apple want to blow $3.2 billion on Beats Electronics? – May 8, 2014
Apple in talks to buy Beats Electronics for $3.2 billion – May 8, 2014


      1. I guess I’m one of those audiophile nerds whose first priority in a set of headphones or earphones is sound quality. Style is of lower concern, and “coolness” barely measures on my scale.

    1. It’s a hoax. Apple always seems to be target of these but never much for google or Microsoft. Wonder why that is.

      I blame dysfunctional analists

      1. It started with the Financial Times, then the Wall Street Journal corroborated it with separate and reliable sources and a few other publications joined in and said that they also got wind of the rumor from their sources but didn’t want to be the first out the gate since it was such a big news and they weren’t sure about it. Several reputable news outlets (including ones that have historically been accurate with Apple news and only report on something that is pretty definite) have reported that this deal is definitely happening.

        1. The Financial Times may have arguable commentary on such matters but you can be sure they will not publish this based on simple rumours. If they report it there is certainly substance in the story even if certain details may not be.

  1. OMF I’m sick of stupid Apple articles and news on the TV and news on the radio blahblahblah.

    Apple is finally growing up

    Maybe you should grow up and write decent technology journalism, Marcus Wohlsen who writes for Wired, instead of editorial Ambien.


  2. Meanwhile: This morning I am amazed to hear every possible news source all a twitter about Apple buying Beat. Except Apple is NOT buying Beat. All we’re hearing about is MAYBE Apple MIGHT buy Beat.

    And this is news?

    You’d think it was August ALL-YEAR-LONG!

    1. Well… you don’t know that Apples is NOT buying beats. In actuality you would be less credible in your assertion then some of the outlets who are reporting that this deal is in it’s last stages. Some of the same outlets that Apple typically considers friends and historically have had intel from ‘sources within the company’ that other news/blog outlets have not had. Now whether or not the deal goes through is anyones guess but it’s a pretty safe assumption that they definitely are in the last stages of negotiations.

      Say what you want about Cook or the Cook era or how it’s only been a couple years since Cook got into office, blah blah blah; at the end of the day it’s clear that this is NOT the same Apple as before Steve Jobs died and this deal will prove that to many fans dismay.

    1. The Wall Street Journal’s writers who have typically reported very accurately on Apple news is corroborating the story as well. This deal is in the final stages for sure; let’s all hope it doesn’t happen.

  3. What is there to say that Beats headphones aren’t just a fad? They seem to be sold on celebrity endorsement and fashion. The sound quality and value seems to be completely irrelevant.

    Why does Apple need to “grow up”? All these so called journalists seem to insist that Apple need to do what other companies do, despite the fact that those other companies are less successful, so it could be argued that their strategies are flawed in comparison to Apple’s and thus Apple should ignore what they do.

  4. Deal possible if:

    1. Beats streaming service is transferable.
    2. Beats has somehow locked up Music Video streaming rights, locking out YouTube.
    3. Apple wants to add Beats Audio as an option on iDevices.
    4. Inroads on Android and WP with Beats Music with ties to iTunes for purchases.

  5. someone at apple needs to be fired. those are terrible headphones. the only thing they are good at is flagging douchebags and posers.

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