Beats co-founder Jimmy Iovine has slammed Apple’s infamous white earbuds as the Cupertio-based iPhone maker confirms its $3 billion takeover of the popular headphone brand.
Speaking at the Code Conference in San Francisco last night, Iovine suggested that Apple’s in-ear headphones are only good enough “to make sure the machine [iPhone] works properly.”
Further laying the boot into the audio abilities of his soon to be employer, the Beats co-founder added:
Sharing the stage with Iovine was Apple’s Senior Vice President Eddy Cue, who, although attempting to restore some faith in Apple’s bundled headphones appeared to concede to the Beats boss the company’s shortcomings.
“We make the best headphones that come in the box,” Cue stated before adding: “When you want to make incredible sound, it costs more money.”
Although bemoaning Apple’s poor audio efforts, Iovine had far more glowing praise of his own brand, suggesting – much to the objection of many audiophiles we’re sure – that Beats offers better sound quality than any rival headphone maker.
“We turned an entire generation on to audio,” Iovine said.
It is perhaps this rapid growth of popularity and brand awareness which has prompted Apple to splash $3 billion (£1.79bn) on the Beats brand.
“Music is such an important part of all of our lives and holds a special place within our hearts at Apple,” Apple CEO Tim Cook said in a statement confirming the buyout last night.
He added: “That’s why we have kept investing in music and are bringing together these extraordinary teams so we can continue to create the most innovative music products and services in the world.”
Offering far more praise to Apple than during his on-stage comment, Iovine added: “I’ve always known in my heart that Beats belonged with Apple.”
“The idea when we started the company was inspired by Apple’s unmatched ability to marry culture and technology. Apple’s deep commitment to music fans, artists, songwriters and the music industry is something special.”