Personally, I think it's a dumb idea. Bose appeals to a different market than Beats. I'm a Bose customer, not a Beats customer. That means there are both types of buyers buying Apple. Why remove a product that appeals to one group but not another?
Honestly, it probably doesn't really matter to me much in the long run, since I would probably never buy either brand in an Apple store.
You can still buy Bose hardware pretty much anywhere if that brand appeals more to you and others.
To me Beats is a bit overpriced. Still like more Pioneer for serious headset. Bose audio systems for cars are awesome though.