William Gallagher
Rumors of Beats' demise may be exaggerated, as a new report claims that ex-HTC Android hardware designer Scott Croyle is working for Apple on future Beats by Dre device designs.
Apple now regularly releases special versions of Beats headphones - like a limited edition Studio3, or glow-in-the-dark Powerbeats. It hasn't introduced many new Beats products — but that may be about to change, despite rumors to the contrary.
Right from when Apple bought the audio companyfor $3 billion in 2014, it's been persistently rumored to be aiming to phase out the Beats name. It did quickly drop Beats Music, and then in 2020 the Beats section of Apple's website briefly disappeared.
However, also in 2020, Apple hired designer Scott Croyle, whose extensive career includes five years leading HTC's design. According to 9to5mac, Croyle has specifically been tasked with overseeing the design of Beats products going forward.
Reportedly, Beats has been working with Ammunition — the company it expected to cease using for designs after being acquired by Apple — and that will continue. Croyle is responsible for liaising between Beats and Ammunition.
There is no detail of exactly what that liaising will entail, but there are rumors of new products. An unnamed source has reportedly said that the Beats team is currently studying speakers from other companies, and that it also remains focused on headphones.
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22 Comments
Apple would be stupid and arrogant to kill Beats which is a HUGE brand that’s alive and well. Heck, I know Apple fans who are waiting for new Beats because they love the brand.
Beats is 2nd to the Apple branded wearables. Had Apple gave Beats more attention they may have still been 1st. I believe at one point Beats had over 50% of the over-the-ear headphone market.
I hope these rumors are true and Beats is back. With some Apple innovation.
Apple should have music keynotes with announcements like these and an artist performance.
Please! Cut down on the bass frequency.
It’s one of several brands I couldn’t care less about.
i also want to point out that having a designer working on new stuff for “Beats by Dre” is a good indicator that they’re not “by Dre” 😉