We sometimes forget that Beats, formerly known as Beats by Dre, is now owned Apple.

And we tend to forget that because that's the way Apple wants it, because if there's one thing Apple knows is marketing.

The thing is, Beats was already successful, and it already had a pretty solid and recognisable brand. So there's no need to fix it if it ain't broke, which is why Apple decided to completely avoid associating its name with Beats.

I bet two in three people that buy Beats products won't even know, or care, it's a de-facto an Apple product.

Beats and Apple operate independently, and they do things differently.

For example, here's something else we probably don't realise about Apple: the Cupertino giant doesn't use brand ambassadors.

But Beats does.

Since 2022, Beats has been marketing a new product line 'created' with Kim Kardashian, the richest and arguably most famous member of the Kardashian family.

It clearly pays off.

The press release for this new product includes the three colourways, Dune, Moon and Earth, and then it mentions the 40-hour battery life, lossless audio feature, noise cancellation and various transparency modes.

That's it.

They then included a bunch of images, almost of all them featuring a scantily clad Kim wearing the headphones, but very few pictures of the actual headphones.

And they cost $349, which is way cheaper than Apple's AirPods Max by the way.

The power of marketing.