We're really not sure what to make of this move by Apple, but nevertheless, the rumored purchase of Beats Electonics, creator of the Beats by Dre audio line, has officially taken place to the tune of $3 Billion.
There are some factors that still need to be covered, such as what roles will Jimmy Iovine and Dr. Dre will actually have within Apple regarding their creation. What we do know, though, is that Tim Cook truly believes that the brand will thrive under the Apple logo. "I've always known in my heart that Beats belonged with Apple." was the rallying cry from the CEO.
This is a curious move by Apple, simply because this is a move that the Cupertino, Calif. company, I believe, would have never made if Steve Jobs were still alive and in charge. Jobs was never one to be the type to acquire a company. Innovation and creation were the name of the game at Apple, but with the unfortunate death of Steve Jobs almost three years ago, the company's path has drastically changed. The deal seemed to gain steam just a month ago when the rumors were flying around, especially with Cook wanting to make sure that iTunes doesn't lose any ground in the music industry.
The bottom line is this, though: Cook and Apple executives will have to find a way to incorporate the headphone line into their products and in a cost-effective manner. Dre Beats headphones have shown a decline in sales over the last year for many reasons, but one has to believe that this move was made to bring Beats Music and iTunes under one umbrella.
