Like its mother, Apple subsidiary Beats hasn’t had a single portable speaker in the past three years – even though the category is booming. Now, the new Beats Pill, a new device has been announced that is equipped with modern technology. It will be distributed in the EU from early August. Apple did not initially explain why it took so long for Apple and Beats to bring a new portable speaker to market. The front of the British lifestyle magazine Wallpaper Apple Music manager Oliver Schusser has now commented.
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The revised Beats Pill is “better than ever.” But it took “a lot of work” until it was complete. “We see Beats as a premium product company.” It first became necessary to redesign and rethink the headphone portfolio.
So Apple has decided to focus on it first “before getting to the Pill”. With a completely new architecture, the plan was to do “something special” with it. “It wasn’t about changing one or two things. We wanted a complete renewal.” The new Beats Pill is “a completely new product, inside and out.”
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Schusser is a vice president at Apple and was initially responsible for Apple Music. Since 2020, he has also been directly responsible for Beats. Apple spent three billion US dollars on the company – the company’s largest purchase to date. Beats has been part of Apple’s portfolio for ten years now.
Its streaming service Beats Music is said to have served as the basis for Apple Music, and the company continues to sell headphones, thus completing Apple’s AirPods range. Schusser praised Beats founders Dr. Dre and Jimmy Iovine. “They created quality products through music, artists and sports and made them great.” For this they deserve a lot of recognition. The design was also really iconic. Even now, Apple still sticks to this original design, for example with the Beats Studio over-ears.
(B.Sc.)
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