“Apple’s recent acquisition of Beats has gotten many people wondering if the Apple brand is as strong as it once was,” Denise Lee Yohn writes for Forbes. “Some see the surprising move as a significant departure from the strategy that has built Apple into the one of the greatest brands of all time and they consider it a proof point of the decline of the Apple brand cachet.”
“The Beat deal is also surprising because it installs Jimmy Iovine and Dr. Dre as key players in the newly combined organization,” Yohn writes. “Apple’s brand equity used to bank heavily on one person, Steve Jobs – and all other key players, even current CEO Tim Cook, were considered insiders, Steve’s disciples. With the addition of such high profile outsiders, the brand seems to have lost the tie to Jobs and the purity and commitment to ‘Steve’s way.'”
“On the other hand, though, the acquisition may not be all that much of a change for the Apple brand. Apple achieved brand supremacy when integration became a core business driver. iTunes first revolutionized music by integrating content with hardware and software. Then the iPhone revolutionized communications by integrating hardware and software (apps). Now this Beats development is likely to create an equally disruptive change by integrating content with wearable hardware and personalized service,” Yohn writes. “Perhaps there isn’t as much cause for concern over the Apple brand – at least not in the near term. The biggest question mark the Beats deal raises is really about corporate culture. No longer is the leader of the company like a rock star – the company actually has two rock stars on its payroll. And no longer are the designers and engineers the cool kids on the block. Content may actually become king. It’s unclear if Apple employees will be as inspired by Iovine and Dre, and it they will play by their visions and along with their teams.”
Read more in the full article here.
That morons like this can get paying jobs gives hope to all the unemployed.
yeah, that Dr Dre sure is inspiring.
Since mostly young people wear those monstrosities, I see this as a nod to the younger generation of consumers of Apple products. But, like most other accessories, over time, these will probably fade out as another fad.
As much as I would have liked Rap to be a fad, it has proven more resilient that I would have ever expected. But just because I don’t like that genera of music, it does not preclude it from having value to others.
What, like iPods, iPhones, iPads, etc?
Beats ‘phones are popular in part because of the Dre connection, but I often see people wearing them who clearly aren’t into the rap culture, but have bought them because of the way they look, and they are stylish headphones; take off the Beats logos, etc, and they still look good, especially compared to others on the market.
They also have a number of features that are highly desirable, at least on the more expensive Solo HD model; in particular a cable that is easily detached and is cheaply replaced if it breaks, plus replaceable ear-pads, and the headband padding.
The downside, at least up until now, is the sound, which is very muffled and ‘wooly’ sounding, mainly because the primary style of music they’re designed for comes from the ‘World of Doof’ ™, where detailed vocals are unimportant.
The new Solo 2 model appears to rectify this, for more general music styles.
I recently bought a pair of Solo HD’s, knowing the sound was crap, but knowing I could fix it easily with an app, EQu, and by lifting the very bottom end, and lifting the top end from around 750Hz upwards, the difference is amazing.
I love them to bits, on all kinds of music*, so with attention to the sound, Beats ‘phones are really not the disaster that many on here believe them to be.
*Rock, folk, indie, country, electro…
I’m comparing them to Shure and Ultimate Ears in-ear monitors, not cheap free earphones.
I would disagree you can fix bad sounding cans. You can mask bad quality but not fix it. At the price of Beats cans there are better choice if sound quality is important.
This is stupidity at its best. Non-sense, total non-sense is all this is. Denise, find yourself another job, your fired!
Good journalism has not been a factor in getting published on Forbes.com for a LONG time.
Good journalism has not been a factor in getting published on the internet for a long time!
“you’re”
Correct me if I’m wrong but isn’t iTunes dominant because Apple. Bought Soundjam bringing development in house?
If you’re worried about the Apple brand just look at AAPL Denise Lee Yohn. Better yet, start writing for that rag Business Insider.
Utter gibberish. So Apple’s brand relied on one guy, who died back in 2011.. oh, actually it wasn’t one guy it was one guy and a few other ‘key players’… you mean, just like every other company in the world?
F off, Denise. You made your quota.
You forgot “…or something.”
“Then the iPhone revolutionized communications by integrating hardware and software (apps). ”
LMFAO….
Don’t for get this choice line, which got me LMFAO:
On the other hand, though, the acquisition may not be all that much of a change for the Apple brand
What a bold assertion. 😆
I always like the “fill in the blanks” exercise myself.
“Is This the End of the Apple Brand As We Know It?”: No but it’s not even the end of the Beats brand as we know it. It’s the end of any sense of credibility towards Denise Lee Yohn, not that the had that for long.
If Dr. Dre was a white rock artist with lyrical content just as violent and misogynistic as his slated rhymes, none of these questions would appear. This crap strictly revolves around the idea of Apple welcoming a black rap artist into their inner sanctum. You’d think Dr. Dre was a convicted felon with a violent past. This man is only guilty of expressing himself in a profane manner when he was young and capitalizing on a movement to achieve the American dream. He hasn’t killed or raped anyone. He is a good man with a family who’s said and done some regrettable things but nobody among us is any different.
total racist bullshit. Shit is shit, whether it’s Dr Dre or the fscking Archies.
The questions raised in the article are valid.
Blowing $3b on a talentless NWM is not what anyone could call confidence inspiring.
Put that cretin next to guys like MJ, or old schoolers like Rick Wakeman, Satriani, Tony Banks, Geddy, Bono or heck *anyone* with real talent and you get the picture.
This is proof Cook is visionless.
The End of Apple is the End of the World!!! Get your tin hats on!!! More idiotic nonsense to come!!!
tin FOIL hats, jeez, get it right.
Now now, tin foil for the weak and unprepared, solid tin for really serious protection from mind-control rays.
3 X-Class solar flares followed by impressive CME’s within 24 hours. The active region will continue to be a threat for major solar flares as it continues to rotate into a more geoeffective position.
Further proof, if any were needed, that headlines about Apple that end in a question mark can only be answered with a (resounding) “No”.
What aload of bull.
Obviously a slow news day.
Was there anything remotely sane or logical in this jumble of totally unrelated words?
Next up, is modern day jouranalism dead? Denise Lee Yohn recent article on Forbes starts off attempting to bring the many moronic masses to her side wondering about the Apple Brand. She talks about some of them being surprised at the Apple strategy.
Yes, folks it’s an Apple is doomed article. Using a classic chicken little approach the sky is falling approach little Denise Lee Yohn puts forth her assertive claim, to put her on the pinnacle of fact: “For the first time ever, Apple will operate under another brand name.”
Of course when listening a jouranalist it’s always worth while not to trust them whatsoever. A few minutes of research is all it takes to come up with another brand name that was very close to Apple, in fact started by Apple and in fact still another independent company. That company is Claris.
http://en.wikipedia.org/wiki/Claris
Of course the rest of the article is blah blah blah, great entertainment if you like watching the witless fight themselves out of a brown paper bag, and of course lose. “So perhaps there isn’t as much cause for concern over the Apple brand – at least not in the near term.”
The biggest question the article raises is…. why? Modern day jouranalism certainly isn’t dead. Make up facts and dance around and at the end it’s much ado about nothing. Shiny veneer with not substance, no real content. Apple bought Beats, it will change things. A moron might say “Is this the end of the Beats Brand as we know it?” but it takes a totally twisted jouranalist to make us realize that modern day jouranalism is not dead, but walks the earth in zombie like form.
Apple will look at what’s good for their core brand and move all media related things under Beats brand. It will be separate enough that the record companies, TV and Film people will be comfortable with it. That leaves good image for the Apple brand for the next big thing: health and home.
If Eddy Cue not sat on his fat bum while apple maps and iTunes radio was floundering, this Beats deal would not have been necessary. Saying that Eddy Cue is a big let down with maps and iTunes radio
Apple maps rocks, get your troll talking points updated.
Nice article /s
Maybe the brand has an issue. Wait. Maybe is doesn’t. But it might.
JAHEEZUS. Who’s the Editor there? Moronic jibberish.
I found it informative (barf) for I had not (barf) considered the possibility (barf) that Apple might change (barf) after Steve died.
Betteridge’s law of headlines strikes again.
Her article ramblings are making me yohn. Much like all analysts do. Time for a nap.