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Who Needs Who: Apple or Beats?
By: Dwayne W. Waite Jr.
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Being in a classroom setting now, we are amazed to see the saturation of Apple products. The kids love them, not for any particular reason, but because everyone else has an iPhone. 

High school social proof, then, would dictate that if you don't have an iPhone, you might as well be homeschooled. 

When we go over technological advances, two to three kids always bring up Apple. When we talk sleek design, someone says Apple.

When we ask them to create a new product or redesign an existing one, we ban the use of Apple products. It's that serious.

So imagine the surprise when it came out that Apple is looking to buy Beats for $3.2 billion dollars. The Financial Times believes that Apple needs to get "cool" again amongst the youth crowd.

Perhaps in terms of music. Beats Electronics has done a great job extending its product line after the Beats by Dre headphones were released. First the Beats Pill, and now the store where subscribers can stream music.

But in terms of brands, which brand truly needs the other? Is Beats really thought of as a threat? Or, since Apple is sitting on over $100 billion in cash, is this just an investment opportunity?

Hard to say. Either way, the news is good for both brands. Beats just got elevated to a level of noteworthiness it didn't expect, and those Apple lovers can see that Apple is looking to change things up again.

A win-win, indeed.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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