FX.co ★ Apple to buy Beats Electronics

Apple is about to announce a $3.2 billion agreement. The Californian company is in talks to acquire Beats Electronics, a world famous headphones giant. The facets of the deal and conditions are not disclosed. The source familiar with the situation said that the talks could still collapse as it was a preliminary discussion. Beat Electronics was founded by Dr. Dre, a hip-hop star. The highest quality to the mass consumers is the key principle that helps the company to compete successively with Scullcandy and Sennheister. However, the analysts doubt whether the price for Beats is fair, claiming that the figure of $1 billion is more appropriate. Dr. Dre has already compared his company with Apple. “We are trying to eventually be second to Apple. And I don’t think that’s a bad position,” Dre told once. For context, in September the company received a $500 million investment from Carlyle Group that valued the company at $1 billion. In case the agreement is reached, Beats Electronics will be the largest purchase in Apple. Besides, in buying Beats, Apple would claim ownership of music streaming service as well. This decision may indicate changes in Apple’s investment strategy. The company always tried to buy promising technologies and startup projects in contrast to established brands.