Apple plans to shut down Beats Music

By Ted Schwerzler | Sep 22, 2014

UPDATE: Despite earlier reports, VentureBeat is now reporting that Apple is not slated to shut down Beats Music. However, Apple has still yet to confirm anything. Based on the information we know, it sounds like there is more of an alignment taking place than anything. Apple has iTunes Radio, and it looks like the plan is to use the talent from both places together.

Apple acquired the Beats by Dre brand earlier this year for a $3 billion price point. Now however, the massive technology and media company seems to be shifting its plans for what they would like to do with their new purchase. It appears as if Apple is set to shut down Beats Music.

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Beats Music has already seen a large contingent of the work forced moved off the platform, and into other areas of Apple, including iTunes.

At this point in time, everyone with direct knowledge of the situation seems to be on board with this idea, and that Beats Music being shut down is a matter of when, not if. A big red flag should have been the iPhone 6 coming pre loaded with a handful of apps, none of which were Beats Music.

Beats Music CEO Ian Rogers was already put in charge of iTunes radio as well, meaning his time was already being siphoned.

The idea that Beats Music will be shut down is further proof that the acquisition of the company by Apple was largely related to the necessity to bring the talent of Jimmy Lovine and Dr. Dre on board. Apple has seen a significant dip in iTunes purchases in comparison to the App Store, and it is something the company is looking to rectify.

Beats Music was likely always going to struggle, coming into a market flooded with Pandora, Spotify, and even iTunes Radio. Now Apple and Beats can focus on moving forward with strong ideas and principles, without a saturated product. It’s a good move for all involved.

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