Beats Pill: Why Apple took years to develop the new speaker
It took over three years for Apple to add a new portable speaker to its range. Manager Oliver Schusser has now commented on this.
New version of the Beats Pill speaker.
(Image: Beats / Apple)
Like its parent company, Apple subsidiary Beats has not had a single portable speaker on offer in the last three years - even though the category is booming. Now the new Beats Pill, a new device equipped with modern technology, has been announced. It will be available in the EU from the beginning of August. Apple did not initially say why it took so long for Apple and Beats to bring a new portable speaker to the market. However, Apple's music manager Oliver Schusser has now spoken to the British lifestyle magazine Wallpaper.
The overhauled Beats Pill is "better than ever". However, it took "a lot of work" before it was ready. "We see Beats as a premium product company." It had first become necessary to redesign the portfolio with the headphones "and to rethink".
Apple had therefore decided to focus on this first "before we got to the Pill". The plan was to do "something special" with it, with a completely new architecture. "It wasn't about replacing one or two things. We wanted a complete overhaul." The new Beats Pill is "a completely new product, inside and out".
Beats design remains the same
Schusser is Vice President at Apple and was initially responsible for Apple Music. Since 2020, he has also been directly responsible for Beats. Apple spent three billion US dollars on the company - the company's largest ever acquisition. Beats has now been part of Apple's portfolio for ten years.
Its streaming service Beats Music is said to have served as the basis for Apple Music, while the company continues to sell headphones, rounding off Apple's AirPods range. Schusser praised the founders of Beats, Dr. Dre and Jimmy Iovine. "They've built high-quality products and made them look cool ... through music, artists and sports." They deserve a lot of credit for that. The design was also truly iconic. Even now, Apple still sticks to this basic design, for example with the Beats Studio over-ears.
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