Would Apple be crazy enough to kill the Beats brand? It’s complicated

Out of all the companies Apple has purchased over the years, Beats was the most perplexing. Not only was it a whopping $3.2 billion, it also brought a highly recognized brand under the Apple umbrella, along with some very high profile personalities, including Jimmy Iovine, Dr. Dre, and Trent Reznor, all of whom have moved on from prominent roles within the company.

But it all kind of worked. At the time, the brass ring in the Beats purchase wasn’t the ultra-trendy cans, it was the  that had a small but loyal cadre of listeners. Barely a year after the acquisition was finalized, Beats Music morphed into Apple Music, and some 60 million subscribers later, it clearly worked out. Apple Music is one of the premium listening experiences out there, with plenty of room to grow.