I hate apple

Why? So, Apple has bought Beats - the fashionistas headphone company co-founded by Dr Dre - for $3 billion. Actually, that's $2.6 billion plus approximately $400 million that will vest over time. And it's not the $3.2bn originally rumoured. But it is almost twice the value of the global headphone market, according to Bloomberg, and it's Apple's largest acquisition to date (the previous biggest acquisition was NeXT, which cost Apple $400 million). Apple analysts are still perplexed about Apple’s reasoning for the expensive deal, as are we. Apple seems very happy about the arrangement, however, describing its decision to "acquire the critically acclaimed subscription streaming music service Beats Music, and Beats Electronics, which makes the popular Beats headphones, speakers and audio software" in a press release. Our reaction when we heard the initial rumour on 9 May was initially surprise and disbelief. Why the heck would Apple go and spend money on a company that makes expensive headphones (that are more of a fashion statement than an audiophile’s must-have). Apple makes headphones, and Apple knows all about expensive, they don’t need some rapper to tell them how to do it. Nor does Apple need anyone to show them how to design good looking kit. Apple’s design guru, Sir Jonathan Ive is very well equipped for that job. Here’s an interesting fact though: Beats’s design is handled by the firm Ammunition, run by former Apple design chief Robert Brunner. Brunner was responsible for hiring Ive when he was at Apple. http://www.macworld.co.uk/…/why-did-apple-buy-beats-3516180/