Apple Music Chief Oliver Schusser Adding Beats Hardware to His Responsibilities

[MacRumors]

Beats president Luke Wood is stepping down at the end of this month, and Apple Music chief Oliver Schusser will be adding oversight of Beats hardware to his responsibilities, according to CNET.

Apple has not publicly announced the upcoming change, but Apple's services chief Eddy Cue recently sent an email to Apple employees confirming it. Cue noted in his email that the transition has been in the works for a while and that Apple remains "committed to the Beats brand."

The move has been in the works for a while, Cue said in his note to employees: "In the last year, Luke Wood told me about his desire to do something new. I appreciated the heads up so that it allowed us to plan for this transition." [...]

Cue wrote that he was sensitive to making a management change in the middle of the coronavirus pandemic, remarking that "the timing of the announcement isn't ideal." However, the best thing for Beats is "to keep the business moving forward," he said, affirming that Apple remains "committed to the Beats brand and the importance of maintaining its role firmly in the music portfolio."

Wood officially joined Beats as president and chief operating officer in 2011, and has continued to oversee the Beats hardware business since Apple's acquisition of Beats in 2014.

While Beats Music quickly transitioned to become Apple Music, Apple has kept the valuable Beats hardware brand separate so far, releasing several new and updated headphone models including Powerbeats, Powerbeats Pro, and Solo Pro in recent months.

Apple itself has, however, increasingly ventured into the headphone market with AirPods, AirPods Pro, and rumors of additional upcoming products including over-ear headphones that would directly compete with some of Beats' higher-end flagship products.

Article Link: Apple Music Chief Oliver Schusser Adding Beats Hardware to His Responsibilities

 

[Veinticinco]

Still can’t believe Apple bought Beats and made Dre a near billionaire in the process. Thank god that chancer Iovine was eventually booted to the curb but not before Apple lavished (wasted) millions upon millions on his “talent”.

 

[decisions]

Always thought Apple should've bought Bose instead of Beats. Bose's design principles and aesthetic fit right in at Apple; now Apple has to enter a whole new venture of R&Ding their own stuff to phase out Beats. What a weird purchase, though I guess it was profitable?

 

[Jakexb]

Apple bought Beats because it was the fastest way to get into streaming music and to fix their "dad brand" issues. Hiphop is everything in popular music today and there was no bigger consumer brand in hiphop than Beats. They got the headphone business "for free" and they've managed it well. The beats brand isn't the same as the apple brand and that's totally fine. Both have an element of fashion and everyone in the world isn't going to wear the same fashion.

 

[DeanL]

Always thought Apple should've bought Bose instead of Beats. Bose's design principles and aesthetic fit right in at Apple; now Apple has to enter a whole new venture of R&Ding their own stuff to phase out Beats. What a weird purchase, though I guess it was profitable?

1. Not every company is for sale.
2. The rumours of Beats being phased out have been there for years and it's not going to happen because of brand recognition.
3. Beats was more than just the hardware at the time. Remember Beats Music? Bose doesn't have a streaming service.

 

[Rogifan]

So the Apple Music team overseas Beats hardware. That tells us all we need to know about Beats. It’s not about quality headphones it’s about the brand and appealing to a certain demographic.

 

[addictive]

Bose has great marketing but not great sound. Ever hear the phrase "no highs no lows must be bose"? There has always been a better equivalent for the same money. Think of how popular the Beats brand is among the young 13-35? Would all the entertainers and sports stars advertise Bose in the same way they've advertised Beats? Apple Music has an online global radio station under the Beats brand.

There's no way Apple is phasing out the Beats brand but it's unfathomable how Apple hasn't put the W1 or it's successor in any portable stereos in the last few years. Or Siri. I understand they've prioritised the HomePod and AirPods but a lot of that engineering expertise comes from acquiring Beats.

 

[Apple Knowledge Navigator]

Seems like no-one else Beat him to the job, no?
I’ll grab my coat...

 

[az431]

Still can’t believe Apple bought Beats and made Dre a near billionaire in the process. Thank god that chancer Iovine was eventually booted to the curb but not before Apple lavished (wasted) millions upon millions on his “talent”.

Yeah it's been an epic failure all around.

/s
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So the Apple Music team overseas Beats hardware. That tells us all we need to know about Beats. It’s not about quality headphones it’s about the brand and appealing to a certain demographic.

I don't see how you arrived at that conclusion. Like leaping over the grand canyon.
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Always thought Apple should've bought Bose instead of Beats. Bose's design principles and aesthetic fit right in at Apple; now Apple has to enter a whole new venture of R&Ding their own stuff to phase out Beats. What a weird purchase, though I guess it was profitable?

Ehhhh what?????

 

[69Mustang]

Always thought Apple should've bought Bose instead of Beats. Bose's design principles and aesthetic fit right in at Apple; now Apple has to enter a whole new venture of R&Ding their own stuff to phase out Beats. What a weird purchase, though I guess it was profitable?

Why? At the time of acquisition, Beats had better market share in sales numbers, revenue, and profit. That's still true today. Beats also had a streaming service. Bose had a reputation for subpar sound-to-price ratio and a possibly worse reputation for being overly litigious. Not really sure what they would have brought to the table as Apple has it's own sound signature for it's AirPods and HomePod. Neither product sounds remotely Bose-y.

Bose probably would have been a helluva lot cheaper but the reasons for that seem readily apparent.

 

[trusso]

Apple bought Beats because it was the fastest way to get into streaming music and to fix their "dad brand" issues.

"Dad brand"...?

🤣 🤣 🤣

I've been an Apple user for almost 25 years, and this is the first time I've ever heard that phrase. Not once did I ever think Apple was "uncool" for being a computer company first and foremost. Nor would I have cared if they were. In fact, it's only since Apple's begun trying to increase their cultural cachet with the "hip" and "young" crowd that I've begun to have problems with the company's hardware, software, and philosophy.

But I suppose logic like yours is what has driven Apple management for the last decade anyhow. Explains a lot, sadly.

 

[69Mustang]

"Dad brand"...?

🤣 🤣 🤣

I've been an Apple user for almost 25 years, and this is the first time I've ever heard that phrase. Not once did I ever think Apple was "uncool" for being a computer company first and foremost. Nor would I have cared if they were. In fact, it's only since Apple's begun trying to increase their cultural cachet with the "hip" and "young" crowd that I've begun to have problems with the company's hardware, software, and philosophy.

But I suppose logic like yours is what has driven Apple management for the last decade anyhow. Explains a lot, sadly.

You decry the claim of Apple being called "dad brand" with, what you have to realize is, a text book "dad brand" quote. Intentional or happy accident? Either way, good stuff.

 

[trainwrecka]

Apple bought Beats because it was the fastest way to get into streaming music and to fix their "dad brand" issues. Hiphop is everything in popular music today and there was no bigger consumer brand in hiphop than Beats. They got the headphone business "for free" and they've managed it well. The beats brand isn't the same as the apple brand and that's totally fine. Both have an element of fashion and everyone in the world isn't going to wear the same fashion.

I don't know about the "Dad Brand" stuff. Kids and teens love Apple products. The rest - I agree with.

 

[chucker23n1]

Still can’t believe Apple bought Beats and made Dre a near billionaire in the process. Thank god that chancer Iovine was eventually booted to the curb but not before Apple lavished (wasted) millions upon millions on his “talent”.

That "chancer" discovered many successful musicians, then realized he can run a headphones company.

So the Apple Music team overseas Beats hardware. That tells us all we need to know about Beats. It’s not about quality headphones it’s about the brand and appealing to a certain demographic.

Because if there's one thing we know about AirPods, it's their… quality issues?

 

[DeepIn2U]

Still can’t believe Apple bought Beats and made Dre a near billionaire in the process. Thank god that chancer Iovine was eventually booted to the curb but not before Apple lavished (wasted) millions upon millions on his “talent”.

LMAO .... every hater gotta hate.

Beats spearheaded Apple into the personal audio area.

Streaming music jump start and personal I find it a LOT better than my brief into Spotify ... my disgust for that in another thread. Also you can bet that AirPods, AirPods v2, AirPods Pro and even HomePod was not going to happen as soon as they did nor even at all. I might even go as far as saying Apple's first move into ANC was in the Beats Studio Pro 3 then the Solo Pro 3 then AirPods Pro.

HomePod definitely was all Apple yet the hint from that big bass unit that was briefly a Beats unit (and was more inclined to be portable).

Name another music producer with as many platinum hits as Dre has under his belt and had the experience and expertise over 20yrs with a music streaming business that was available and then we'll hear ya

This business shuffle could be a sign that Apple is looking into Hi-Fi streaming in their headphones in the near future. I pray so since the HomePod is a Hi-Fi capable speaker.

 

[Rogifan]

I don't see how you arrived at that conclusion. Like leaping over the grand canyon.

Why would you put someone in charge of a streaming service to oversee a hardware product? Especially when Apple is a hardware company with thousands of hardware engineers? I should have also mentioned Apple making its own headphones. Another sign that Beats wasn’t about Apple wanting to use it to get into the headphones business but Apple wanting to reach a certain demographic. Rumors that Apple will be making over the ear headphones says they know a certain percentage of their customer base won’t buy Beats products.

 

[DeepIn2U]

So the Apple Music team overseas Beats hardware. That tells us all we need to know about Beats. It’s not about quality headphones it’s about the brand and appealing to a certain demographic.

First off ... I LOVE the quotes you have from Prince (my all time favourite artist) and Whitney Houston (god daughter of Dionne Warwick, both my momma's favourite singers).

Apple like Beats is a global and very successful brand(s).

While I agree that Apple Music leans heavily towards hip-hop .. I've found in the last week or so that Afro House (from South Africa, Nigera, etc) have artists listed which was a shock as traditionally they were not, and not listed as original songs on Spotify.

By your opinion that's actually a very GREAT move since now the Apple brand can move to the exclusive high-end (AirPods, AirPods Pro, HomePod and now this new headphones and potentially Hi-Fi streaming music files).

 

[mtneer]

"Dad brand"...?

🤣 🤣 🤣

I've been an Apple user for almost 25 years, and this is the first time I've ever heard that phrase. Not once did I ever think Apple was "uncool" for being a computer company first and foremost. Nor would I have cared if they were. In fact, it's only since Apple's begun trying to increase their cultural cachet with the "hip" and "young" crowd that I've begun to have problems with the company's hardware, software, and philosophy.

But I suppose logic like yours is what has driven Apple management for the last decade anyhow. Explains a lot, sadly.

That's because by being an Apple user for 25 years, you are part of the "Dad generation" that's being implied in the earlier post!! Apple probably wants the generation who wasn't even born for the duration of time you've been using Apple products.

 

[I7guy]

Bose has great marketing but not great sound. Ever hear the phrase "no highs no lows must be bose"? ..

Yep it’s a meme.

 

[DeepIn2U]

"Dad brand"...?

🤣 🤣 🤣

I've been an Apple user for almost 25 years, and this is the first time I've ever heard that phrase. Not once did I ever think Apple was "uncool" for being a computer company first and foremost. Nor would I have cared if they were. In fact, it's only since Apple's begun trying to increase their cultural cachet with the "hip" and "young" crowd that I've begun to have problems with the company's hardware, software, and philosophy.

But I suppose logic like yours is what has driven Apple management for the last decade anyhow. Explains a lot, sadly.

Hmm. I thought Apple was started by 'hippies' or at least Jobs was. And his direction and the original phase was to go against the norm the 'old parents' image.

I've not seen it become that since 1986's failure of 'Lemmings' commercial and it auto corrected course.

There will be mishaps in hardware and software quality, but it's how well Apple corrects those issues is what keeps us keen on the brand and their overall products/services offerings.

 

[ipponrg]

Bose has great marketing but not great sound. Ever hear the phrase "no highs no lows must be bose"? There has always been a better equivalent for the same money. Think of how popular the Beats brand is among the young 13-35? Would all the entertainers and sports stars advertise Bose in the same way they've advertised Beats? Apple Music has an online global radio station under the Beats brand.

There's no way Apple is phasing out the Beats brand but it's unfathomable how Apple hasn't put the W1 or it's successor in any portable stereos in the last few years. Or Siri. I understand they've prioritised the HomePod and AirPods but a lot of that engineering expertise comes from acquiring Beats.

BOSE also jokingly stood for Buy Other Sound Equipment 🤣

 

[gene731]

Always thought Apple should've bought Bose instead of Beats. Bose's design principles and aesthetic fit right in at Apple; now Apple has to enter a whole new venture of R&Ding their own stuff to phase out Beats. What a weird purchase, though I guess it was profitable?

I always thought maybe Bang & Olufsen would have made a great aesthetics fit. I saw what another poster said about some companies aren't for sale but rumor had it B&O was struggling around that time of the Beats acquisition. I do have Bose Sound Sport (wired) and I know Sennheiser just came out with the Momentum 2 noise canceling earbuds but the microphone for the calls (in the reviews seem rather muted) compared to other competitors. Bose is supposed to be out with Earbuds700ANC or something to that effect and I guess I'll wait and see if that happens soon or Momentum 2 it will be.

 

[MacBH928]

Can someone explain to me why Apple bought Beats and how it benefits from it?
Apple is the bigger computer company and its the better known brand, so I am still confused to why.

 

[Abazigal]

Can someone explain to me why Apple bought Beats and how it benefits from it?
Apple is the bigger computer company and its the better known brand, so I am still confused to why.

Apple bought a music streaming service and Iovine’s links to the music industry. The headphone company was a package deal, albeit a fairly profitable one at that, so I doubt Apple is complaining.

 

[decisions]

Bose has great marketing but not great sound. Ever hear the phrase "no highs no lows must be bose"? There has always been a better equivalent for the same money. Think of how popular the Beats brand is among the young 13-35? Would all the entertainers and sports stars advertise Bose in the same way they've advertised Beats? Apple Music has an online global radio station under the Beats brand.

There's no way Apple is phasing out the Beats brand but it's unfathomable how Apple hasn't put the W1 or it's successor in any portable stereos in the last few years. Or Siri. I understand they've prioritised the HomePod and AirPods but a lot of that engineering expertise comes from acquiring Beats.

A phrase like that would only be said by people who really like bass. Bose chooses a balanced sound signature and engineers all their hardware to support that. Abstractly, this is choosing a specific design that the company believes is best and puts all their effort into making the experience related to that design the best it can be. It quickly becomes clear how much this philosophy sounds like Apple's.