Two weeks ago, apple announced that it was
buying Bests Electronics and Beats Music for $3 billion to bolster its music
business. The deal was the biggest acquisition that Apple ever made and the
biggest decision post Steve Jobs era. Many doomsayers said that the deal is
Tech’s worse acquisition. Others said that Apple have completely lost the
plot.
Although the acquisition is still not legally
done, the relationship of these two companies is totally different now. In WWDC
2014, Beats co-founder, Dr. Dre was phoned into the keynote. Moreover, Beats
has just rolled out its latest headphone commercial Ad. Undoubtedly, both Apple’s
iPhone and Macbook made significantly appearances.
This cinematic, 5-minute Ad celebrates the
upcoming World Cup. It talks about how a national soccer player prepares to
step under the world’s spotlight. He was told, "Run like it's the last day of your life," "Run like
you're a crazy man chasing happiness." At the same time, the whole
world is celebrating for this giant festival.
The Apple’s iPhone 5S appears several times
with the clear Apple logo. Moreover, several celebrities appear in the Ad.
Watching the Ad, you can clearly feel the culturally power of Beats. It is not
just a headphone, a product, but is a symbol of culture and trend. As Apple
said, its music business has lost some of its mojo. They want the rap star Dr.
Dre and music mogul Jimmy lovine join Apple’s team. Maybe the elements of
passion and enthusiasm explain why Apple is spending $ 3 billion on it.
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