Beats by Dre
Beats by Dre
Out of context: Reply #78
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They are also going for cars. Beats is in Fiat/Chrysler now.
But as noted, the other way would have been to buy Harmon and Pandora for $16billion. Way more, but they'd own the markets and appear to be a true heavy weight, Beats looks like a kids game.
With Beats they are risking alienating professional (I can't take a company seriously that would promote Beats as "quality", certainly wouldn't pay a penny for it) and running with a fad that is past its prime.