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Paid subscription streaming services like Beats Music grew faster than any other streaming category last year, rising 57 percent to $628 million. Streaming now represents 21 percent of total industry revenue, versus just 3 percent in 2007 when Jobs said "customers don't seem to be interested in it."People are clearly interested now. Apple hasn't shunned the streaming business entirely. In September, it launched iTunes Radio, a Pandora-like streaming radio service that generates revenue from advertising -- and from sales promoted by a big red and green "BUY SONG" link included on the screen while a tune plays.
Buying Beats would bring Apple its first-ever music subscription model, But, again, Apple could just as well deliver a service like that, or maybe even a better one, on its own with possibly less hassle, For one, subscription license deals with the major music labels -- the agreements that give companies like Beats Music and Spotify access to the music they stream -- typically have change-of-control clauses in them, Should Apple buy Beats, it would need to hammer out new terms with the labels, Apple doesn't need to buy iphone case yellow Beats to get negotiating leverage: With its iTunes still an essential cog in the music revenue machine, Apple has more clout at the negotiating table than upstart Beats does..
Second, Beats Music --still in its infancy -- hasn't had enough time to build up a subscriber base that would be attractive for Apple to acquire in its own right. The company hasn't disclosed user numbers, but rival Spotify took more than four years to reach 6 million paying subscribers as of March 2013, the last time it updated that statistic. Beats launched publicly less than four months ago. And to put the $3.2 billion Beats price tag in perspective, Spotify's last funding infusion valued the company at about $4 billion.
Third, Beats Music isn't bringing Apple unparalleled technology, Beats bought digital music service MOG in 2012 for $14 million, and MOG's technology formed the skeleton that Beats Music is built on, Since taking iphone case yellow MOG under its umbrella, Beats Music has expanded its engineering team and its consumer messaging has largely been to stress the human curatorial bent to its digital service, rather than any particular innovation in its tech underpinnings, Pandora and Spotify both use human oversight, but they put more stock in their algorithms and treasuries of data to serve as recommendation and discovery engines, rather than Beats' angle of touting its tastemakers' lists as being a "service" and not a "server."One thing Beats does really well is branding..
Touted by Dre, Beats is viewed as a hip brand that attracts buyers across income brackets. What its customers have in common is a willingness to spend big on trendy headphones that have been criticized by audiophiles as lacking the quality they crave. Still, Apple's brand is strong enough on its own that it's unclear how much it would benefit from the Beats name. But Apple is concerned about its brand. Internal Apple documents presented as evidence in the recent Apple v. Samsung trial revealed that some of executives felt its branding needed an overhaul after Samsung launched its "Next Big Thing" campaign targeting Apple users in 2012. Apple even considered firing its ad agency in early 2013. "We are not getting what we need from them and haven't been for a while," Apple marketing chief Phil Schiller said in an email to CEO Cook.
An executive from the advertising agency told Schiller, via email, he believed Apple's brand was losing some cachet, While Schiller adamantly disagreed, in 2013, Apple unveiled a new marketing campaign around the "Designed by Apple in California" theme, Of the all the analysts who have weighed in on Apple's possible takeover of Beats, most aren't happy with a possible deal, Instead, they argue that Apple, which has about iphone case yellow $150 billion in cash, should expand its capabilities in areas such as digital health and cloud computing, Said Wells Fargo analyst Maynard Um, "Given the changing landscape and our view that Apple will have to reinvent its business model..we believe Apple should be acquiring other assets to better position itself, particularly for $3.2 billion."Apple’s rumored $3.2 billion takeover of the trendy music brand has left many scratching their heads..
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