Apple Announce Beats Music & Beats Electronics Acquisition for US$3.0 Billion


Tim Cook:

Please join me in welcoming Beats to Apple. I hope you are as excited as I am about this new chapter in our history.

I want to be, but I’m not.

I’ve been looking for a pair of headphones for quite some time. I’ve been to several stores, tried some, but never thought much of Beats headphones. I’ve read a lot of reviews, too. I have a large head with sensitive (physical and audial) ears so I prefer soft cans that cover my ears and sounds that are balanced and accurate. I like there to be clean separation among high, mid, and low frequencies. I enjoy many genres (R&B, pop, rock, classical, jazz, alternative, K-POP, etc.) so I’d like a pair of headphones that can handle the variety.

“Style over substance,” is what a lot of reviewers conclude about Beats headphones. I’d have to agree. So that’s why I’m not excited about the Beats Electronics acquisition.

I’m scratching my head as to why Apple put such a high value on Beats Music, with 250,000 paying subscribers. iTunes Radio has 40 million users. Tim Cook thinks it’s great:

We love the subscription service that they built — we think it’s the first subscription service that really got it right.

I’m not so sure I can trust Tim Cook to know the difference. I know I wouldn’t know the difference since I’ve only done two things when it comes to music: download songs from iTunes and stream songs from iTunes Radio. Oh, and I’ve ripped my CDs and subscribed to iTunes Match, too. Would I pay for a music subscription services on top or in lieu of how I’m listening to music now? I don’t think so. (I’ve tried Pandora but hate the ads. I’ve also tried Spotify, but it’s not much better than iTunes Radio to depend on two streaming services. I like to keep things simple.)

I think $3 billion is a lot of money for these two companies, but I wish you luck Apple.





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