Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
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.
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,

Yes. I think the Beats acquisition was valuable in a multitude of ways — they flat-out got a finished (but fledgling) music streaming service, they got an established headphones brand (which they continue to run as a side gig, but whose peak is apparently in the past), they got audio engineers (I'm not sure AirPods and HomePod would've happened in the same way without that acquisition, or at all), and they got industry contacts.

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.
Yup.
 
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.