I think they’re already dying, AirPod Max sports will be the tombstone. Personally I think it’s a wise move, Apple brand alone grants the sales and is perceived immediately and better as an ecosystem product.I will argue that Apple buying Beats was also about buying tech, but yes it was more mature than usual. The packaging of the tech changed significantly. Just because it is software doesn’t mean the packaging is simple, or cheap. I think the Beats headphone business came as a tag-along, that was too big already to just kill. What we see now with Airpods is Apple’s actual headphone strategy, and I don’t think they care one bit if Beats headphones dies in the process.