Apple May Pivot the Beats Brand Into a Way of Marketing Less Polished Products, Starting With Gamer Gear
Apple is reportedly considering using its Beats brand to market lower-priced, non-premium accessories like gaming controllers. This strategy would allow Apple to enter the budget-friendly hardware market without diluting the high-end status of its primary brand.
Why it matters
This shift suggests a strategic pivot for Apple to capture market share in the gaming and accessories sector while maintaining its premium brand identity.
Did you ever drive a Scion? Status-obsessed people may have scoffed at your budget-friendly car, but you probably knew at the time it was just a Toyota with a different nameplate on it . According to a new report from Bloomberg’s Mark Gurman , Apple may be looking to turn the Beats brand into a similar repository for lower-priced goods.
A couple weeks ago, hidden code was found, seemingly exposing a secret Apple project aimed at developing gaming controllers—perhaps not unlike some of the cool and fun-to-use third-party accessories that already exist. And Gurman now says his anonymous inside sources have told him Apple “ has indeed been working on gaming controllers for the iPhone for a bit over a year.”
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