Apple spent $3 billion to acquire the famous Beats brand, and it has been successfully releasing various new audio products even after the acquisition. A new report published earlier today had claimed that the company plans to phase out Beats-branded products slowly, but that doesn’t seem to be the case.
The existence of two upcoming audio products from Apple—AirPods X and over-the-ear headphones—were reported earlier today. The report had also questioningly claimed that the Cupertino-based company plans to phase out the Beats brand and its products in the future. Now, a new report claims that Apple has no such plans.
9To5Mac says that Apple doesn’t plan to close its Beats brand or its products. It goes on to say that no such idea was ever on the table. If the report is right, it is safe to say that audio products such as headphones from Apple and Beats would continue to coexist side by side, offering different flavors of solutions to users. Moreover, we also need to look at how successful Apple Music has been, which is based on Beats Music.
With the wearable category booming, it seems logical to release products under Apple and Beats brands, especially since both have different user bases. For example, people who receive and make a lot of calls tend to buy AirPods, while those who are into physical fitness and workouts tend to opt Beats earphones. Products from Beats also offer more battery life and sweat resistance when compared to AirPods.
The PowerBeats Pro and Beats Studio 3 Wireless offer more powerful audio and longer battery life despite using the same Bluetooth chipsets (H1 or W1) that are used in the AirPods and the AirPods Pro. If the recently released Powerbeats earphones are any indication, the iPhone maker will continue to release more Beats products in the future.
While Apple plans to release cheaper AirPods X wireless earphones for workouts and the more premium over-the-ear headphones with active noise cancellation, there’s enough differentiation between Apple’s and Beats’ products for them to coexist without eclipsing each other’s sales.[Source: 9To5Mac]