Apple bought audio products maker Beats Electronics in May for a whopping sum of $3 billion. In an interview with journalist Charlie Rose, Apple CEO Cook explained how he became interested in Beats. Cook said that it was the strength of Beats’ radio subscription service (among a few other things) that he completely admires. Also Read - Why EU’s common charging port proposal for all phones is bad news for AppleAlso Read - iPhone 13 series now up for sale in India: Check prices, offers and more
Beats has a big brand name, big talents, and they have a fabulous demand in headphone business – which is growing rapidly. With the acquisition, Apple is enabling Beats to set footprints outside the United States. “I thought we could get subscription service, we could get incredible talents. We could put our heads together and do something that are beyond what either of us are currently doing.” Also Read - iPhone 13 Pro, iPhone 13 Pro Max delivery date details: Bad news for iPhone buyers
“Jimmy had told me how great it was,” Tim Cook said in the interview. “So one night I’m sitting playing with theirs versus some others, and all of a sudden it dawns on me that when I listen to theirs for a while, I feel completely different. And the reason is that they recognized that human curation was important in the subscription service,” Cook recalls. “That the sequencing of songs that you listen to affect how you feel.” Beats Music, the subscription service was launched on iOS in January to rival other streaming services such as Spotify and Pandora. The company employs several well-respected music experts to create playlists to each user’s tastes.
Cook also talks about the value of Beats Electronics’ headphones business and says that with Apple they can have global reach as opposed to their predominantly US presence.
Watch the first part of the interview below. The second part of the interview airs tonight in the United States.