Apple’s rumored decision to purchase Beats Electronics for a vast $3.2 billion has puzzled many across the tech sphere. But, there may be a simple answer: Purchasing the Jimmy Iovine and Dr. Dre empire may give Apple a slice of the millennial pie.
“I got teens, and they don’t listen to anything unless it’s with those headphones. The association that Beats has with teens is it’s cool. Apple is the brand of your mom,” Jonathan Adams, digital agency iCrossing’s head of media in North America, said.
Adams points out that Apple obviously doesn’t have a brand problem and is still profitable. But, it can’t champion that spritely youthful image that wearing a pair of the bombastic headphones, which have become a fashion accessory, has. And, it seems Apple wants its mojo back, as noted by its tepid dip in the Tumblr waters in March.
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