Editorial: Why Apple has to drop the Beats Music brand

Tom Pakinkis

Beats Music is dead.

Sorry, that was a bit dramatic. What I mean is, of course the Beats Music tech will power Apple’s new streaming service when it finally smashes into the global music industry but, as a brand, my money is on us never seeing the name again.

Reports over the last few weeks from those ever-fruitful insider sources have assured us that whatever Apple brings to the streaming table won’t carry the Beats moniker and, when you think ...

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