I've been disappointed with Apple lately, but I think this is actually a great promotion for students. Many are talking about other options but:
1) Including an iPod with a purchase would be cool, but almost all of these students already have an iPhone or Android and they likely stream music now as opposed to legally (or illegally) downloading music. The iPod just isn't of interest to the great great majority of students anymore.
2) One year of Apple music would be a lame promotion because many of these kids will already be using a free streaming music service. Granted the free streaming service may not be as good, but these are poor college students and *free* is important. Getting a better service for free for a year? Meh!
3) A $100 gift card would be great but this is better. The fact is, even with the argument that Ebay will be "flooded" with Beats headphones, the fact is most of these students will keep and use these headphones and those who sell them will definitely get more then $100. And, that over $100 is real money, not a credit tied to Apple.
4) A free printer might have been more useful, but a student can sell these headphones if they like and get a printer and still have some money left over.
5) Most students will find this useful. They like to listen to music while the study and in general. They can use these speakers with the iPhone or Android device they already own, and they can also use them with their fancy new MacBook Pro.
Overall, I'd say Apple did a good job with this promotion, and I think those criticizing them are missing the fact that this is a promotion for young students, and these students win if they keep the headphones, or if they sell them.