Beats – 5 Minutes with Joe

Around the same day that I ordered iPhone 13 Pro—one for my wife and another for me—my sister called and the audio quality was crystal clear. For months she struggled to find a satisfactory Bluetooth headset, with little luck. She tried a different approach: Look on Apple Store, from which she bought Beats Flex for $49.99. Sis spends lots of time on the phone, computer, and video chats; she does software support for a non-profit. Outgoing audio quality matters. People need to hear her clearly.

I had already planned to buy something. While I carry my smartphones bareback, calling no longer would be device to ear starting with the 13 Pro. I can’t imagine that holding a 5G radio to my head is healthy behavior. My sister and I typically walk and talk during her hour lunch break; that’s too long 5G proximity to my brain. If the Beats Flex worked so well for her, surely they could for me. So on Sept. 22, 2021, I ordered a set from Apple Store and picked them up the next day from the Fashion Valley location.

The more I ponder Apple’s Beats acquisition, the less sense it makes. Buying big well-known brands that compete with yours is usually a bad idea—worse when the acquirer owns no foreign brands. Extinguishing the big name, as Microsoft does with Nokia, is marketing murder. There’s no place for the Beats brand in the Apple lexicon. The gun is drawn and ready to fire.

What I do see is another sign that Apple has lost its way. Tim Cook is a very able CEO, but as stated previously he is Star Trek’s Spock without Captain Kirk (Steve Jobs). Cook’s approach to business logistics, while brilliant, unmakes Apple. Beats is an acquisition that is off-key—out of tune with the culture that made the fruit-logo company great. As such, on this Thursday in May, comes my confession. I was wrong five years ago in post “Why Apple succeeds, and always will“. That company is gone. But it can come back.

Tag: Beats

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