Apple Beats deal (Tim Cook, Jimmy Iovine, Eddy Cue and Dr Dre 001)

Apple didn’t make much mention of its $3 billion Beats acquisition at WWDC yesterday, but it didn’t really have to. Since the news broke in early May, the storyline has pretty much dominated much of the tech-related news cycle.

And it seems to be having a positive impact on Apple’s image. According to a new survey by education technology company Chegg, which involved the polling of 10,000 students, the acquisition will make the iPad-maker more ‘cool.’

Here’s a breakdown of the numbers: 60% of them were aware that Beats had a music service, but only 3% of them were subscribers. 60% were aware of the buyout, and 50% said it will make Apple more popular among younger users.

Recode has more from the report:

This is largely good, albeit unsurprising, news for Apple, which has long dominated the college market. In most college lecture halls across the country, you’ll see rows and rows of MacBooks — many of which were purchased using Apple’s educational discount or in Apple-affiliated campus stores. Still, more and more young people are streaming music using services other than iTunes. Spotify has more than 40 million subscribers, and 40 percent of its American users are between the ages of 18 and 24. 

Apple confirmed the Beats deal last week, saying that co-founders Jimmy Iovine and Dr. Dre would be joining the company. The team will be reporting to SVP of services Eddy Cue on the software side and SVP of marketing Phil Schiller for hardware.

In a memo sent out to Apple employees on the acquisition, Tim Cook said that “Beats Electronics has become the brand of choice for headphones and speakers in both the music and sports world, just five years after its launch.” Cool indeed.

  • Brian 

    That’s pretty dumb. It’s like saying that Sketchers are automatically cool just because Nike bought them, without them actually haven’t done anything whatsoever to them yet.

    • ✪ aidan harris ✪

      I might be wrong but to me it would seem like the report is suggesting that Apple is cool because they have bought Beats which could very well be true but a sample of 10,000 isn’t exactly the biggest sample size in the world…

    • Andrew Roth

      Not exactly. It’d be like saying Nike is cool for paying attention to what people want and proving they can keep up with current trends.

    • Christian

      It’s like saying that a company “less cool” (Apple) acquiring a “cooler” company (Beats) gains coolness by doing so. Not: A “less cool” company becomes cool by being bought by a “cool” company.

  • Mark Babatunde

    I kind of thought Apple was cool from the get go and I’m a teen. Seeing the late Steve Jobs’ video of him unveiling the original Macintosh made him the coolest CEO to me. Regardless of this poll, I believe Apple has retrieved their status of “Changing Everything” again and WWDC 2014 will go down in the record book as one of the best conferences for Apple and developers!

    • Victor

      Calm down man …

      • Mark Babatunde

        Lol, I’m calm

      • 空白

        Woah, Mr. Sloth over here. Lol

      • asdlb4

        Dude, let the guy be enthusiastic for crying out loud. Are you the iDB excitement moderator?

      • Victor

        Calm down man it was a joke and yes

  • Tobias9413

    So what can we expect from this buyout? Are we talking “better” headphones and in phone speakers? Whats going to happen to phones and laptops that have the Beats audio?

    • ✪ aidan harris ✪

      Nothings going to happen to the phones and laptops that have Beats audio. the deal will expire and that will be that…

      • 空白

        I heard Apple was going to have a squad of men in black busting into people’s houses and hadukening everyone’s computers.

  • Merman123

    Yeah , um , I hope they didn’t do this to be cool amongst teens…

    • Jason Baroni

      They did to be cool in the “dying” music industry.

    • 空白


  • blastingbigairs

    Beats is a shit product and I just don’t see the draw. The headphone are mediocre, and the audio is not very impressive either. Who cares!!!