The logical thing to do for Apple is to integrate Beats Music into iTunes.
When Apple bought Beats in May, it was a triple hit. First, there was Beats Music, the streaming music service. Secondly, there's Beats headphones, the trendy accessory endorsed by athletes and celebrities. Then, perhaps the most important of all, is the talent.
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Now months after the $3 billion acquisition, questions are beginning to unfold. What is Apple planning to do now with Beats Music? What about the headphones business? Fortunately, I wasn't the only one asking. TechCrunch's Josh Constine asked the same questions and luckily found the answers from five insider sources at Apple and Beats.
Constine was told that Apple is planning to shut down Beats Music soon. Apple, however, was quick to debunk the report. In a statement, Apple said that reports of shutting down Beats Music isn't true.
Perhaps "shut down" isn't the word. To shut down Beats Music and to turn down the profits generated from its loyal users would be stupid. The logical thing to do is to integrate Beats Music into iTunes. The latter sounds better. By moving Beats Music into iTunes, Apple will now have two music products: a music downloads business and a music streaming business.
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Peter Kafka of Re/code also believes that Apple will eventually modify the Beats Music brand. But that would mean changing the name. Apple, of course, isn't afraid to pull the plug. It's worth noting that after acquiring Lala, a music streaming service, in 2009, Apple ended up killing the startup a year later.