Apple acquires Beats (2014)
Apple bought Beats Electronics for $3 billion, paying a premium for the headphone brand built by Dr. Dre and Jimmy Iovine. Beats had dominated the premium headphone market with big bass and celebrity marketing, drawing a younger, style-conscious crowd Apple's own products missed.
Beats kept its brand and product line under Apple, selling headphones alongside iPhones and iPods. Apple also gained Beats Music, which became the foundation for Apple Music.
Beats remains a distinct brand more than a decade later, and Apple used the purchase to pull younger consumers into its ecosystem.
The same template as Bose-Skullcandy: a premium tech company buying a youth lifestyle audio brand to reach customers its own label doesn't attract, then keeping the brand separate.
