News by Luke Jones on Tuesday September 23, 2014.
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During his interview with Charlie Rose last week, Apple CEO Tim Cook explained the reason why he green lit the purchase of Beats Audio for $3 billion earlier in the year. Cook explained that the way Beats Music worked was different to other music streaming services because it made him feel different. It was unique he said, suggesting it in some way spoke to his soul because Dr Dre and Jimmy Iovine (Beats co-founders) understand music and artists.For those touched by Cook's words, by his heartfelt reason, there are fairly solid reports today that Apple is going to shut down Beats Music. Numerous sources are now citing high up employees in the Cupertino chain who are saying that the company will be shutting down the music service, although it is not clear when it will happen. Not to use curses, but WTF! What?s all that stuff about listening to the service in your bed and being touched into buying the brand Mr. Cook? Of course, it was always an option that Apple would do this, but this news breaking a week after Cook's interview is kind of embarrassing. Sure, this could be untrue, but there are plenty of people saying that it is indeed going to happen. TechCrunch reported thusly:
Many engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes. It's not clear when exactly Jimmy Iovine and Dr Dre's music service will be shut down or what Apple will do with streaming, but every source with knowledge of the situation that we talked to agreed Apple plans to sunset the Beats Music brand.If true, it really begs the question what Apple now plans to do with Beats? Surely the company did not buy the brand just for the headphones? Having said that, Beats Music only started late last year and struggled to find significant amounts of subscribers, so it was hardly an enticing money maker in itself. Perhaps Cook talking up the talent behind the company will ring true, with those personnel moving to work on other products. It is also possible that Apple could fold the service into its iTunes Radio service. UPDATEApple has reportedly told Re/code that this is false. Tom Neumayr, Apple's PR rep, says the TechCrunch story is "not true" but wouldn't go beyond that. However, the outlet says that the comapny is seeking to rebrand the service. source: Recode
Luke Jones is the Managing Editor at MobileBurn.com and is the person you need to speak to about the content on the site. Luke studied creative writing at degree level before carving out a reputation as a freelance tech writer. He settled here at MobileBurn, where he reviews devices and contributes to the news, as well as overseeing the site's content and direction.