“When I listened to theirs [Beats Music] for a while, I feel completely different … it’s hard to describe.” This is what Tim Cook said about Beats Music in an interview with Charlie Rose just 10 days ago on September 12. Now, as TechCrunch reports via five separate sources from inside of the company, Apple is set to shut down the music service indefinitely.
It may not be the biggest surprise ever, as there was always a question as to how Beats Music fit into Apple’s portfolio of offerings. With the large acquisition of Beats settled at $3 billion, Apple also had its eyes set on the hardware and packaging side of the business (the side that actually returned a profit), as well as Beats’ talented founders, including Dr. Dre and Jimmy Iovine. In the interview linked below, Cook also notes his fondness of the teams of people behind the brand itself.
As of right now, no exact time frame has been set on when the streaming service’s doors will close.
As you can see in the interview below, Tim Cook seems rather impressed by Beats Music. Why would he then turn around and shut it down? Is it to work the curation feature into iTunes Radio, bringing a more unified branding effort to market, which Apple is well known for?
We shall see.