Beats and AMBUSH Team Up on New Glow-in-the-Dark Powerbeats

[MacRumors]

Apple's Beats by Dre brand is today announcing a new collaboration with Tokyo-based design label AMBUSH to launch glow-in-the-dark Powerbeats earphones.

The special-edition Powerbeats, conceived by AMBUSH co-founder and creative director Yoon Ahn, are pale green with a prominent red Beats "b" logo and smaller "AMBUSH" branding. In the dark, the main bodies of the earphones and the cable linking them glow green.

Yoon Ahn, the co-founder and creative director for Tokyo-based label AMBUSH®, is known for her non-traditional, unisex designs that elevate every-day objects and merge together unexpected elements of streetwear, jewelry, luxury fashion and the local subcultures of her city. With this partnership, Yoon was inspired by the creative spark that can come from your nocturnal side -- especially when living in a city like Tokyo, which comes to life at night with a particular energy.

Aside from the glow-in-the-dark capabilities, the AMBUSH Powerbeats themselves are otherwise identical to standard Powerbeats, offering 15 hours of battery life, IPX4 sweat and water resistance, an Apple H1 chip for faster setup, pairing, and switching, Fast Fuel charging that gives one hour of playback with just five minutes of charging, and more.

As with other Powerbeats models, a short USB-A to Lightning cable is included, but the AMBUSH model also includes a unique Beats and AMBUSH co-branded ripstop pouch for storing and carrying the earphones.

Alongside the launch of AMBUSH Powerbeats, Beats is launching a new ad campaign featuring Afro-fusion artist Burna Boy and his song "Way Too Big."

AMBUSH special edition Powerbeats will be available starting tomorrow at apple.com, Dover Street Market, select Nordstrom stores, and nordstrom.com. They will be priced at $199.95, a $50 premium over the standard Powerbeats.

Article Link: Beats and AMBUSH Team Up on New Glow-in-the-Dark Powerbeats

 

[jetjaguar]

The question is why

 

[orbital~debris]

The question is why

But also, 'why not'…

 

[EmotionalSnow]

The question is why

Because they can make money off of this

 

[nicho]

The question is why

They seem like an interesting option for evening/late running?

 

[Mansu944]

Still better than my AirPods.

 

[5105973]

It’s nice I guess when I want to listen to something at night without waking my husband and fumbling around in the dark for earbuds. But not for a $50 premium.

I admit they got my attention because they match my new green 12 mini.

 

[contacos]

I would hate that person who wears them on an overnight flight or any time after 3 pm in winter really forever

 

[UltimateSyn]

Just so you can be AMBUSHed at night and have your glowing PowerBeats stolen

 

[progx]

Didn't see that one coming... thought Apple would be winding down the Beats line, but hey that's a cool color.

 

[GeoStructural]

They seem like an interesting option for evening/late running?

Yes, probably the intention of the first comment was to troll but I think this is an interesting option for people running after dark, or just because they look cool.

But I thought Apple was supposed to be phasing out the Beats line in favor of Apple-branded products, this is interesting.

 

[B4U]

$50?
I can polish the painting skill with glow in the dark paint instead.
May not be as pretty, but at least I can be proud of it.

 

[TomOSeven]

Wake me up when they have USB-C.

 

[Pakaku]

And this is why Beats are still marketed as Beats, instead of as Apple-branded products

 

[kevcube]

And this is why Beats are still marketed as Beats, instead of as Apple-branded products

Because they can do fun marketing collabs like this?
I don't get your point. I think the distinction and delineation is/has always been obvious.

 

[SAIRUS]

Ah raves...or at least early morning joggers.

 

[Sanme]

Yes, probably the intention of the first comment was to troll but I think this is an interesting option for people running after dark, or just because they look cool.

But I thought Apple was supposed to be phasing out the Beats line in favor of Apple-branded products, this is interesting.

Also the added bonus of been ambushed and your beats stolen

win win 😅😅

 

[ipedro]

Gimmick or not, this is what I needed to push me to pick up a pair. It may be very much a niche case but I go running at night with my dog and am afraid of losing my AirPods so this is just perfect for me. Makes me that much more visible and eliminates the chance of my earphones being lost in the dark.

 

[macsound1]

Because they can do fun marketing collabs like this?
I don't get your point. I think the distinction and delineation is/has always been obvious.

Lots of companies have offshoot sub-brands because releasing certain designs that don't match their astetic would be detremental to the main brand.
Apple makes sleek white and grey stuff that's business approved. Beats makes fun colorful stuff that's teenager approved.
Unfortunately, Apple's astetic and brand image is far better than Beats, so all of us are left wondering, why keep Beats around?

 

[SurferPup]

I like. I lwould love some AirPods Pro and Beats Flex in a lilac followed by a light blue glow. Like my glow in the dark Apple Watch bands, I could colour coordinate with lit up Bluetooth AirPods Pro. Apple could coat them with a thin LPTO so power consumption was negligible and users select their colour choice from their Apple Watch ⌚️ or the paired App on their iPhone 📱. There could be two options: one to just glow or pulsate with the music 🎶.