Apple Inc. Adds Beats By Dre Microsite To Online Store

Updated on

The new section that Apple Inc. (NASDAQ:AAPL) has added to its primary website is accessible by both desktop and via its iOS app and is divided into headphones, in-ear headphones, speakers and accessories. The Beats website is also directing all customers looking to make a purchase to the Apple Store as it has since the deal was finalized on the first of the month.

Apple welcomes Beats

Apple’s website greeted its $3 billion acquisition today with a blog post that stated:

Welcome to the family. Today we are excited to officially welcome Beats Music and Beats Electronics to the Apple family. Music has always held a special place in our hearts, and we’re thrilled to join forces with a group of people who love it as much as we do. Beats cofounders Jimmy Iovine and Dr. Dre have created beautiful products that have helped millions of people deepen their connection to music. We’re delighted to be working with the team to elevate that experience even further. And we can’t wait to hear what’s next.

To access the special section users must click on the Shop Accessories tab link on the Apple Store landing page and simply center their eyes and they will find the Beats tab.

Beats celebrates Apple’s gifts to music

In addition to Apple’s welcome message to Beats, Beats explained its willingness to sell to Apple with a message on its website that highlights Apple’s contributions to music in the digital age:

There’s a new instrument in the Apple family. Musicians rely on their instruments to give structure and form to their imagination. At the dawn of digital recording, the Macintosh computer was the instrument of choice. At the beginning of portable digital music, the iPod placed the library of the world’s music in your pocket. The iPhone became not only an instrument for music but also the center of your connected life. The iPad extended this capability with a user interface and apps that allowed you to compose a symphony on the subway. Starting today, we at Beats are fortunate to add our instrument to this legacy by joining Apple. The products we build together will allow us to reimagine sound once again and to continue this great tradition of bringing imagination to life.
While there is clearly a mutually beneficial love-fest going on between these two, Bose isn’t jumping on the bandwagon. With the official acquisition of Beats, Apple, which is generally the instigator and plaintiff in patent infringement lawsuits, has inherited a patent infringement lawsuit hanging over Beats with regards to noise cancelling technology.

Leave a Comment