It’s time for Apple to phase out the Beats brand

On May 28, 2014, Apple announced its intention to acquire Beats Electronics for US$3 billion—with $400 million to be paid in Apple stock and the remainder in cash. The acquisition closed on August 1, 2014.  Almost nine years later, I see no reason why the tech giant doesn’t go ahead and rebrand all Beats products with an Apple logo.

Apple makes its own branded TWS (true wireless stereo) products with the AirPods, AirPods Pro, and AirPods Max. I’ve long said that I don’t see the logic in having Apple-branded AND Beats-branded headphones since Apple owns Beats. 

I suspect the tech giant is going to drop the Beats brand in the near future and have all its audio products simply carry the Apple logo. On the other hand, I have to admit that I’ve been expecting this to happen for years — and it still hasn’t.

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Have a great weekend.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.


  • The added bass in Beats products is a good enough differentiator. Would removal of the Beats branding allow people to pick out which products have poor/superior bass?

  • Pretty ignorant take. If anything, Apple should have integrated the Beats brand into their fitness product since that’s the main differentiator between the products (not bass…). If you want sweat resistance and Apple ecosystem you go Beats. Beats also gives them a cleaner path to the other 75% of the world who don’t own an iPhone. Yes, AirPods work with Android, but an uneducated public doesn’t necessarily know that. Beats is also a HUGE lifestyle brand with connections to hip-hop and athletes. It’s not going anywhere…

  • Piss poor take in two paragraphs with no compelling reason TO drop the brand and then you ask us to Patreon? Are you fucking kidding me?

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