Beverly B. Media and Communications

What Does Apple Want with Beats?

Dr.Dre and Beats Headphone

Dr.Dre and Beats Headphone

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After Apple acquired Jobs’s company NeXT, at the end of 1996, Jobs and his hardware chief, Jon Rubinstein, worked rapidly to restore order. One of their first moves was to kill the division that had built the printers and cameras.

Today, Apple is in a very different position.

Last year, the company’s revenue was a hundred and seventy-one billion dollars. But, four years after the launch of the iPad, it has been under intense pressure to release its next exciting new device. Tim Cook, the C.E.O. of Apple, has insisted repeatedly that great things are in the works, but the company seems more interested in celebrating its past accomplishments than in talking about its future. Now Apple reportedly wants to spend $3.2 billion to acquire the company Beats Electronics, which is best known for its three-hundred-dollar headphones.

On the surface, the deal makes some sense, but Read More


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