Apple has wasted no time welcoming — and purportedly minimizing — Beats into its retail empire. The company has posted a short welcome note on its website, saying, “Today we are excited to officially welcome Beats Music and Beats Electronics to the Apple family. Music has always held a special place in our hearts, and we’re thrilled to join forces with a group of people who love it as much as we do. Beats cofounders Jimmy Iovine and Dr. Dre have created beautiful products that have helped millions of people deepen their connection to music. We’re delighted to be working with the team to elevate that experience even further. And we can’t wait to hear what’s next.”
More importantly, and likely for reasons of scale and distribution, Beats products will now be purchased directly on the Apple Store, and users to the Beats website will be funnelled there before completing the purchase.
It’s not a huge change, but if there was any doubt that Apple would keep Beats operating completely independently, this is proof to the contrary.