Inside Beats lab: Outside Apple, because AirPods can't do everything well
Apple has spent 12 years strengthening Beats without folding it into AirPods, preserving a separate brand that can reach Android users, compete at lower prices, and sell products that wouldn't fit under Apple's own name. Here's what it looks like inside the Beats lab. Beats headphones The strategy emerged from a rare look inside Beats' Culver City operations. Executives described how the company…
Apple's 12-year strategy of cultivating Beats separately from AirPods has resulted in a distinct brand capable of appealing to Android users, competing at lower price points, and offering products that would otherwise be unsuitable for Apple's own line. The unique approach to Beats' development can be witnessed within the company's operations in Culver City.
The essence of this strategy became apparent through an exclusive glimpse into Beats' inner workings, where executives revealed how the company blends its original design and marketing ethos with Apple's engineering prowess. The $3 billion acquisition of Beats by Apple in 2014 paved the way for this integration, yet many employees who were a part of the company prior to the deal continue to work at Beats to this day.
Matthew Costello, Apple's vice president of hardware engineering, clarified to TechRadar that the primary purpose of Beats is to complement AirPods rather than compete with them directly. The company's product lineup comprises vibrant headphones, fitness-oriented earbuds, and more affordable items that offer versatility across both Apple and Google ecosystems.
Written by urgent.news from AppleInsider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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