When Apple acquired Beats in May 2014, many wondered, "Is Beats going to die?" Time has passed and the answer is, after all the brand's products (especially headphones) are firm and strong.
In an interview with Mashable, Luke Wood (President of Beats Electronics) spoke about several things like his relationship with music, the technical creation process in this market, among other things. But what interests us about Beats' relationship with Apple after the acquisition, and Wood also commented on the matter.
Asked about what changed at work after the business, the executive said he was very surprised by the level of integrity and honesty of the people who work at Apple and that this is something unique for the company. He also said he was a big fan of Ma, stating that Apple has always been the number one audio platform for them Jimmy Iovine (co-founder of Beats and now an employee of Apple) was one of the first people Steve Jobs and Eddy Cue (vice) (senior president of software and internet services for Ma) talked there in 2003, when the iTunes Store was launched; at that time it was already possible to see a very large synergy between them.
Talking about Apple Music itself (which replaced Beats Music), Wood said he is totally focused on hardware (the part of the business that fits Beats Electronics), but that he liked to see how the whole curated part of Beats Music (the great differential) is present in the new service he also praised the radio Beats 1, saying that it is a fantastic experience.
On whether Apple's technological approach had an impact on Beats culture, Wood said his company has always focused on high-quality audio, focusing on creating a great product experience. For he also thinks that this is the fundamental DNA of everything Steve wanted to accomplish at Apple with product experience, including visual identity, design, technology, innovation and simplicity.
Asked about the reviews (many say that Beats headphones are bad because the bass sounds are very heavy), Wood said that when they designed the first product, no one had the idea of creating a headset for modern albums. For him, the music has changed significantly because of digital recording (sampling, digital synthesizers, etc.). “The creation of sub-amps is a technological innovation that allows you to hear the bottom end of the music in a different way.” Of course, with time and experience, the idea will always improve, and Wood said he was very proud of Beats' current product portfolio.
The president also commented that, although it is doing very well in some countries, there are still places where Beats is just starting (like India and Brazil). If you are interested in the subject, be sure to read the full interview (in English, of course).
(via Cult of Mac)