Apple recently acquired the Beats moniker for $3,000,000,000 (A lot of zeros). It also managed to rope in the head of the Nokia Lumia Imaging Department, Ari Partinen. Beats has been known for it’s high end headphones and speakers and more specifically the original boomsound speakers in the HTC One. Lumia Imaging on the other hand, was responsible for the superior optics and camera quality which is has now become an industry standard for all Nokia devices. People think this is more of a brand marketing that is taking place, but in reality Apple has really thought through it’s iQuisitions.
Let’s go over Beats first. Beats Electronics is an American company which makes audio related equipment such as earphones and headphones. However, recently it had launched it’s own music streaming service which went by the name ‘Beats Music’ . This was a move to counter the growing popularity of Spotify. HTC had a 25% share in Beats in 2013. That share percentage had translated into something which HTC phones are known for till date, the ‘BoomSound Speakers’. The fact that there was a Beats DSP Manager on board the phone made music fanatics go crazy. The speakers were one of the key factors in the selection of the HTC One as the Phone of the Year by so many magazines. Now with Apple not owning 25% but the complete 100% we can expect to see some superior audio quality tinkling down into the iPhone’s DNA. Anyone wanting a BoomSound iPhone? That would eliminate one of the biggest weakness of the iPhone and would make the speaker one of it’s biggest strengths.
Now other than the iPhone getting some Beats love, we can expect to see some makeovers to iTunes. Music was the field with which Apple reached into the mainstream market. The iPod had changed the music industry forever. Now with Apple having their own iTunes streaming service dubbed iTunes Radio as well as Beats Music we can expect to see a surge in revenue. Maybe this was the boost Apple was looking for it’s music division. The addition of the high end headphones brand will definitely push iTunes further and will enhance consumer growth for Apple as a company. They can also roll out offers with either Beats Music or iTune Radio to promote each other along with pushing the sales of headphones even further.
Why did Apple rope in Ari Partinen though? Well the iPhone 5s’s 8MP camera is becoming lacklustre in today’s ever growing camera optic war. Who was winning that war? The Nokia Lumia series. Who was the head of that department? Ari Partinen. Apple has always kept imaging in the limelight of it’s press releases whenever it announced a new iPhone. But now, that department needs some new personnel, some new ideas and some new optics. Who can provide that the best? The head of the best camera department. If Apple manages to fit a PureView camera with a mammoth resolution sensor along with a Zenon flash, camera enthusiasts will be all over the phone. It will drive sales even more and it would be difficult to get one without waiting for weeks. Apple hopes that Ari can help it achieve this and make the iPhone imaging experience one of the best if not the best.
Apple has started picking up some key players in the market to forward it’s own arsenal. With a lot more cash in hand, Apple can soon go out on a shopping spree. Only time will tell what’s Apple’s next target. So what do you guys think? Was the acquisition a good one or a bad one? Let us know in the comments below. Thank you for reading and have a good day ahead.